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About the department

The Department of Electronic and Digital Media Management at SRFTI Deemed to be University offers a distinctive and pioneering programme in India, designed to shape the future generation of content decision-makers and strategic leaders in the media and entertainment industry. With a focused vision to integrate managerial acumen with creative sensibilities, this department fosters a new cadre of professionals equipped to navigate the increasingly complex media ecosystem.

The curriculum adopts an interdisciplinary framework, blending theoretical rigour with practical insight. It encompasses key domains such as programming strategy, marketing and promotion, operations, human resource management, financial planning, and media law and regulatory affairs. This pedagogical structure prepares students to handle real- world challenges, instilling in them a comprehensive understanding of how content is conceived, commissioned, produced, marketed, and monetised in today’s global audiovisual landscape.

Students undertake the role of Student Executive Producer in a series of structured, hands- on exercises and projects across various formats. This immersive engagement cultivates managerial competencies and leadership qualities within both fiction and non-fiction content production environments.

A significant hallmark of the programme is its continuous interaction with industry. Throughout the two-year MFA, students participate in specialised workshops and masterclasses conducted by senior professionals from leading broadcasters, OTT platforms, and media production houses. These sessions provide invaluable exposure to current industry practices, emerging business models, and future-forward content strategies.

The MFA in Electronic and Digital Media Management is conceived as a platform for excellence, offering a balanced integration of creativity, critical thinking, and strategic planning. Students are empowered not only to manage content pipelines but also to shape the cultural narratives and business frameworks that define the contemporary media economy.

Graduates emerge as proficient media managers, content strategists, executive producers, and entrepreneurs, ready to lead with insight, innovation, and integrity. Whether developing high-impact campaigns for global OTT services, curating programming schedules for broadcast networks, or steering content-driven enterprises, they are equipped with the tools and perspective necessary to thrive in a globally convergent and digitally transformed media environment.

Programme Specific Objectives

• Develop Executive Producers for the Media and Entertainment Industry Cultivate the leadership capacities of students to make high-stakes, strategic decisions in the evolving contexts of television and OTT platforms, particularly in content selection, marketing innovation, and audience engagement.
• Produce Skilled and Adaptable Media Professionals Prepare students to engage with and influence the technological disruptions and policy shifts that are reshaping the digital media sector, making them capable contributors to the industry’s ongoing evolution.
• Prepare for Future Management Roles Equip learners with the ability to develop and manage business plans and creative ventures across OTT, television, and new media, fostering entrepreneurial leadership in the digital content economy.
• Promote Research and Media Innovation Encourage a rigorous academic orientation to media strategy and innovation, fostering analytical thinking and original solutions in areas such as content design, data-driven decision-making, and cross-platform storytelling.
• Offer Practical Exposure Across Formats and Platforms Provide extensive hands-on training across a broad range of genres and distribution platforms, ensuring that graduates can successfully respond to the dynamic demands of contemporary content production and dissemination.