20 Aug 2021 17:04 IST

MICA revamps curriculum with a focus on OTT

The second-year students will take courses on the OTT business and content consumption

MICA Ahmedabad has introduced three new courses with a focus on new age Over-The-Top (OTT) content consumption and changes in business practices, to Media and Entertainment Management (MEM). The second-year students will take these courses to understand the business of content and platforms, technology, data, consumer experience, managing OTT business, and integration of media labs.

Some of the courses are developed and delivered in collaboration with industry leaders such as Swati Mohan, Former CMO, Netflix; Pooja Verma, Head, the Brand Lab, Hotstar; Tarun Katial, Former CEO, Zee 5; Natanshi Lodha, Marketing Manager, DocuBay and EPIC channel; Anand Chakravarthy, Former MD, Essence, and many others.

Staying relevant

Dr Shailendra Raj Mehta, President and Director, MICA, said, “As the world took a giant pause in 2020, a lot of upheavals occurred in media consumption patterns. The flourishing OTT segment was one of the outcome of the pandemic. The wave has already begun and is only going to move upwards from here. Considering this, we have crafted the curriculum to stay relevant to the needs of the sector.” MICA's media lab is now equipped with IRS, BARC, comScore, Meltwater, and Frrole to ensure industry immersive experiences.

Prof Santosh K. Patra, Head, MEM, MICA, said, “The new curriculum of the MEM will focus on the three 'C' of the business — content, consumer, and commerce driven by technology. The change is a collaborative effort of academic and industry leaders to nurture future-fit talent for the industry.”