HISTORY OF MEDIA - SYLLABUS - HSNCU

Module 1: History of Press

Pre-Independence Press- Newspaper – the rise of the voice of India during British rule, India’s Freedom Struggle and Role of Media,

 Rise of vernacular press with special reference to Marathi press

Post-Independent Press- Independence and rise of Newspapers; Press During Emergency; Post LPG evolution of Indian Press, Effect of Covid

Press Regulations - Pre-independence and post-independence

Iconic personalities- Bal Gangadhar Tilak, Raja Rammohan Roy, M. K. Gandhi, Dr. B. R. Ambedkar, etc. 

Module 2: History of Broadcasting- Radio and TV

Radio & Television as Mass Media

Radio and Television Broadcasting- The beginning of Radio and Television Shows

Radio: History of AIR, Evolution of Programming, Privatization of Radio Broadcasting, FM, Community Radio

Prasar Bharati and its role: SITE, Privatization of TV, Regulatory Mechanism

Satellite Television & Privatisation in Broadcasting: A New Era in Broadcasting in India

Internet Protocol Television 

Module 3: Evolution and Growth of Advertising and Public Relations

History and Growth of PR: Evolution of PR in Indian and Global Context, Edward Bernays, Ivy Lee’s role in Establishing PR, evolution of public relation in public and private sector

History of print advertising, evolution of advertising agencies, emergence of broadcast advertising, advent of OOH advertising and emerging trends, advertising regulations, iconic ad campaigns, important advertising personalities

Module 4: Evolution of New Media and Way Ahead

Advent of Internet, emergence of web 2.0 and beyond, social networking sites, impact of social media on communication, impact of digital and new media on legacy media

MEDIA PLANNING & BUYING PROJECT

TYBAMMC Internal Assessment Project

Subject: Media Planning and Buying

Develop a Comprehensive Media Plan for a Brand

Marks: 25

Individual Submission
Submission Mode: Digital Copy (PDF) + Presentation (Drive link will be shared for submission of Digital Copy)
Duration: 3 Weeks

 

Project Objective

The purpose of this project is to help students understand the practical application of Media Planning and Media Buying by designing a professional media plan for a real or hypothetical brand. Students will apply theoretical concepts such as target audience analysis, media objectives, media mix, budgeting, scheduling, and media evaluation.

By the end of the project, students should be able to:

·       Understand the role of a media planner.

·       Analyse consumer behaviour and media consumption habits.

·       Select appropriate media vehicles.

·       Allocate media budgets effectively.

·       Justify media choices using research.

·       Present a professional media plan similar to those prepared by advertising agencies.

 

Project Brief

·       Each student will assume the role of a Media Planner at an Agency.

·       A client has approached your agency to launch a campaign for a product or service.

·       Your task is to prepare a complete Media Plan and Media Buying Strategy for the client.

 

Step 1: Select a Brand

Students may choose:

Existing Brand

Examples:

·       Amul

·       Zomato

·       Swiggy

·       Tata Tea

·       Nykaa

·       Boat

·       Dove

·       Nike

·       Asian Paints

·       Netflix

·       Amazon

·       Tata Motors

OR

Create a New Brand

Example:

·       Organic skincare

·       AI Learning App

·       Healthy Snacks

·       Eco-friendly Clothing

·       Coffee Café

·       Fitness App

·       Gaming Platform

 

Step 2: Define Campaign Details

Clearly mention:

·       Brand Name

·       Product/Service

·       Campaign Title

·       Campaign Duration

·       Launch Date

·       Campaign Objective

·       Examples:

·       Product Launch

·       Increase Sales

·       Brand Awareness

·       Festive Campaign

·       New Market Expansion

·       Youth Engagement

 

Step 3: Brand Analysis

Include:

·       Company Overview

·       History

·       Products

·       Brand Positioning

·       SWOT Analysis

v  Strengths

v  Weaknesses

v  Opportunities

v  Threats

·       Competitor Analysis

·       Compare with at least 3 competitors.

Include:

·       Market Position

·       Pricing

·       Advertising

·       Social Media Presence

 

Step 4: Target Audience

Define:

Demographics

·       Age

·       Gender

·       Income

·       Occupation

·       Education

Geographic

·       Urban

·       Semi Urban

·       Rural

·       National

·       Regional

Psychographics

·       Lifestyle

·       Personality

·       Interests

·       Values

·       Behavioural

·       Buying Behaviour

·       Brand Loyalty

·       Usage Frequency

 

Step 5: Marketing Objectives

State SMART objectives.

Example:

·       Increase Brand Awareness by 30%

·       Generate 50,000 App Downloads

·       Increase Sales by 20%

·       Reach 10 Million Consumers

 

Step 6: Media Objectives

Mention:

·       Reach

·       Frequency

·       GRPs

·       Impressions

·       Engagement

·       Click Through Rate

·       Conversions

Explain why these objectives have been selected.

 

Step 7: Consumer Media Habits

Research where your audience spends time.

Include:

·       Television

·       Newspapers

·       Magazines

·       Radio

·       OTT Platforms

·       Instagram

·       Facebook

·       LinkedIn

·       Snapchat

·       YouTube

·       Podcasts

·       Gaming

·       Outdoor Media

Present findings using charts or graphs.

 

Step 8: Media Strategy

Explain why you selected specific media.

Include:

Traditional Media

·       Television

·       Radio

·       Print

·       Outdoor

·       Cinema

Digital Media

·       Google Ads

·       Meta Ads

·       Instagram

·       YouTube

·       OTT Advertising

·       Influencer Marketing

·       Programmatic Advertising

·       Native Advertising

·       Email Marketing

Justify every selection.

 

Step 9: Media Mix

Prepare a percentage allocation.

Example

Medium	Budget %
Television	30%
Digital	35%
Print	10%
Radio	5%
Outdoor	15%
Influencers	5%

Explain why.

 

Step 10: Media Buying Plan

Prepare a buying strategy.

Include:

·       Media Vehicle

·       Cost

·       Negotiation Strategy

·       Buying Method

·       Duration

·       Number of Spots

·       Expected Reach

Example:

Medium	Vehicle	Duration
TV	Star Plus	Prime Time
OTT	JioHotstar	4 Weeks
Print	Times of India	Sunday Edition
Radio	Radio Mirchi	Morning Drive
Outdoor	Bus Shelters	Mumbai

 

Step 11: Campaign Budget

Prepare an estimated budget.

Example

Medium	Estimated Cost
Television	₹20,00,000
Digital	₹15,00,000
Print	₹5,00,000
Radio	₹2,00,000
Outdoor	₹8,00,000

Mention assumptions wherever actual media rates are unavailable.

 

Step 12: Media Schedule

Prepare a campaign calendar.

Include:

·       Weeks

·       Months

·       Frequency

·       Bursting

·       Pulsing

·       Continuity

 

 

Step 13: Recommendations

Provide suggestions on how the plan could be improvised

 

Report Format

The report should include:

·       Cover Page

·       Acknowledgement

·       Table of Contents

·       Executive Summary

·       Introduction

·       Campaign Details

·       Brand Analysis

·       Target Audience

·       Media Objectives

·       Consumer Insights

·       Media Strategy

·       Media Buying Plan

·       Budget

·       Schedule

·       Recommendations

·       References

 

Formatting Guidelines

·       Font: Times New Roman  

·       Font Size: 12 pt

·       Heading: 14–16 pt

·       Line Spacing: 1.5

·       Margins: 1 inch

·       Report Length: 25–35 pages  

·       Page numbers are mandatory.

·       Include charts, tables, screenshots, and visuals wherever appropriate.

·       Cite all sources using APA (7th edition) or MLA format consistently.

 

 

Suggested AI Tools (Use Responsibly)

Students may use AI tools for research and ideation, but must critically evaluate and edit all AI-generated content.

ChatGPT or Microsoft Copilot – brainstorming and drafting

Google Gemini – market insights

Canva AI – creative mock-ups

Adobe Express – social media creatives

Perplexity AI – research summaries

Note: AI-generated work must be acknowledged. Students remain responsible for the originality, accuracy, and quality of the final submission. Plagiarism or submission of unedited AI-generated content will result in a reduction of marks.

 

Evaluation Rubric (25 Marks)

Criteria	Marks
Brand & Market Research	4
Target Audience & Consumer Insights	3
Media Planning Strategy	5
Media Buying Plan & Budget	4
Creativity & Media Integration	3
Report Quality & Referencing	2
Presentation & Q&A	4
Total	25

 

Submission Checklist

Before submission, ensure that your project includes:

✓ Complete report with all sections

✓ Media plan and media buying strategy

✓ Budget allocation

✓ Media schedule

✓ Creative concepts

✓ Charts and tables

✓ References

✓ AI usage declaration (if applicable)

✓ PDF soft copy

Expected Learning Outcomes

On successful completion of this project, students will be able to:

·       Analyse brands and consumer media behaviour.

·       Develop a strategic and data-driven media plan.

·       Select suitable media channels based on campaign objectives.

·       Prepare a realistic media buying strategy and budget.

·       Evaluate campaign performance using appropriate media metrics.

·       Present professional media recommendations comparable to industry practices.