Applied Research in Media – What the Industry Demands Today

Let us begin the discussion with the primordial media i.e. print media. Research in the field of print media deals with readership research, circulation research, readability research and the likes. It is also important to know that print media and online media go hand in hand due to the publication of online news journals. We all know that the sustainability of any media house depends on the revenue generated from advertisements. On the other side, the rate of advertisements depends on the circulation of the publication as well as the website usability of any site. Consider the case of electronic media; which broadly constitutes television, radio and films. An electronic media researcher has to get data on the television viewership or radio listenership through survey with the help of gadgets such as People’s Meter or Portable People’s Meter to capture data. Similarly, for research on films, it is important to know about the pre-business market research on films dealing with how well the film may do in the market. At the same time, a researcher may analyse the qualitative aspects of film studies through film genre studies.
The advertising industry is said to be one of the fastest growing businesses in the world. Since it is the revenue generating organ for both the print and electronic media, therefore it is very important for an advertiser to test the copy of advertisements before it goes on air. In order to fulfil any gap in an advertisement copy, the researcher may have to apply some advanced techniques such as projective techniques, direct observation and theatre testing. With the above discussion on all the major media and their businesses, let us now talk about one of the key pillars of an organization that keeps its foundation sustainable to both the internal and external audiences. Yes, we are talking about public relations. As the general definition says, “Public Relations is a deliberate, planned and sustainable effort to establish mutual understanding between an organization and its public”, therefore the job of a PR Researcher is to find out the intricacies of an organizational set-up or to do situational analysis through PEST Analysis or SWOT Analysis.

As a reader of this blog, you must have understood that there is a definite structure of conducting research in every field. Ramoji Krian Universe (RKU), located strategically within the Ramoji Film City (RFC) in Hyderabad, is providing a One-Year Full-Time Post-Graduate Diploma in Applied Research for Communications, Marketing and Business, which caters to the needs of the industry. While the learners learn the research methodologies, at the same time, the learner also conducts practical research studies to get hands-on experience. RKU also invites industry stalwarts for conducting special lectures. Last but not the least, RKU ensures that every learner becomes industry-ready to get a placement after the completion of the course. Hence, RKU also facilitates a two-month-long internship programme for the student at the national and the international level.

Ms. Amrita Chakraborty: Assistant Professor

HOD - Applied Communication and Market Research RKU

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