MASS COMMUNICATION, JOURNALISM, ADVERTISEMENT

RADIO JOCKEY

VIDEO JOCKEY

EVENT MANAGER

CINEMATOGRAPHER

CLIENT SERVICE EXECUTIVE

COPY WRITER

FILM EDITOR

JOURNALIST

MEDIA PLANNER

PUBLISHING EXECUTIVE

VISUALISER

PUBLIC RELATIONS EXECUTIVE

ACTOR

CHOREOGRAPHER

MODEL

MUSICIAN

Radio Jockey

You will be sitting in a booth, surrounded by audio equipment and your voice will be filling up the airwaves. All radio shows are packaged keeping a certain audience in mind. You will be wooing this target audience with your persona. A radio jockey is different from a Disc Jockey as you will not just introduce the tracks but you will talk about them as well.
The role of a radio jockey is not just to play music. You will be called upon to read the news and make important announcements. Conducting interviews with celebrities and moderating group discussions also form part of your responsibilities.
A lot of work goes however goes on before a show is aired. You will have to do the initial research, prepare your script and decide as to how you want the program to run. Of course you will be assisted by scriptwriters, producers and other executives. But at the end of the day it is your show.

Requirements

Hey good news folks! For once looks really don't matter. What does matter is your voice. Now everybody doesn't have the voice of an Amitabh Bachchan or a James Earl Jones. But that is not what is required. You should have clear diction. This means that you should be able to talk clearly and be understood. No formal education is required as such (although you should be able to read and write!). What however is very essential is the ability to modulate your voice. No, this is not some great science that you have to master. It is just that you should be able to control the pitches of your voice and learn to use them to the best effects. For instance, if you are doing a programme for teenagers, you have to sound bouncy and bubbly. On the other hand you need to appear serious and mature for an older audience. Knowledge of music is not as much a necessity as love for music. You also must be able to put across your personality through your voice. This is important as your attitude and persona will set you apart from others and cultivate a loyal audience.

You will need to be doing a lot of reading and keep yourself updated. Then there are the technical aspects that you need to know like operating the CD players, the Sound Mixers and other digital equipment. Then there are aspects of being on a live show like blending in your voice to the background music and cutting your chatter right before the lyrics begin. These are some of the stuff that you learn by trial and error.
A quick presence of mind is required in this business. From covering up audio goof-ups to calming down nervous wrecks, you will have to utilise those grey cells of yours to the maximum. Work timings are erratic and you should be prepared to be up at four O' clock on a Sunday morning to do a show at 6.00.

Although an exclusive training school for radio jockeys is on the cards, it has not yet materialised. You could however do short time courses in voice modulation and public speaking. You could also do a course in editing, mixing or voice-overs. AIR has a two-month in-house training course for its radio jockeys, auditions for which are held every 3 months.

Job Opportunities

The first thing that you have to do is audition. Your voice is tested to see how it sounds over the radio. But it is not just your voice but your personality that will also be taken into consideration. You could work for radio stations like AIR (All India Radio), Times FM, Radio Mid-Day and other such independent radio stations.

But that's not the only avenue for you. You could do voice-overs for Ad films and even host events and shows. Of course there is also the option of turning into a Video Jockey. Then there is the emerging arena of online jockeying. This hasn't really taken off as of yet but it will be a serious option with better connectivity and increased number of users.

Money & Other Benefits

You are paid on the basis of the number of hours that you put in. This could be anywhere in the range of 1,000 to 3,500. Reputed RJs make as much as 30,000 a month. This is besides the money that you can get ad-libbing commercials and comparing shows.

Career Prospects

Previously, there was only AIR (that's All India Radio). This meant that the government had monopoly over the airwaves. Then FM (Frequency Modulation) was opened to the private sector in the same way as satellite television was allowed and suddenly there was a big boom. FM is growing and the demand for people to fill up the ever-increasing number of slots is increasing proportionately. Players in the Indian publishing industry such as the Times Group and Mid-Day group too have taken a keen interest in FM which indicate towards a healthy growth in this industry.

Video Jockey

A VJ is a Video Jockey. One who hosts music shows on a television channel. In this age of competition and remote controls it is very difficult to retain loyal viewers. Your main responsibility will be to keep millions of viewers glued to the channel. You have to generate a group of loyal viewers who will not move from the channel during the programme. How do you do this? Simple by playing the current hot favourite tracks and looking sexy and attractive.

The success of a music show depends on how interactive it is. So it is your responsibility to interact with the viewers through telephone, email and fax. The more the people want to interact with you, the more successful is your programme. In short you will carry the show on your shoulders.

In fact a few channels are known purely by its VJs. Take Malaika Arora for instance. She has an amazing fan following and her shows have high ratings. In fact, no music show can now stand on its own. The songs have to be peppered with perky conversation, jokes and celebrity appearances among other things, to sustain viewer interest.

Your job is certainly very glamourous. Be prepared to be recognised on the streets! A certain celebrity status goes with the job, once the viewership ratings jump. The flip side, however, throws up long and erratic hours of work and frequent travelling.

As a VJ you will not just play music but also take part in programme pl anning, research, script writing, selection of songs to be played according to the theme of programme, promotion of the programme or the channel (they work for) in general, attending road shows, and so on.

Requirements

You don't need to have any specific educational qualification to become a VJ. Of course you got to have good command over English, Hindi and 'Hinglish' which is the language of television today. Not to mention the right accent. This is important, as a video jockey needs to talk a lot.

Candidates with backgrounds in journalism, mass communication and performing arts are likely to enjoy a head start.

Some amount of voice training would definitely help. You need a voice that's clear, pleasant and strong. Needless to say, a well-kept physique in combination with a trendy dress sense is expected of a video jockey.

You will have to keep your ears tuned to the latest in the field of music - all the latest videos and information about music stars and other celebrities.

It helps to have knowledge of more than one regional language. This will come handy while you are on road shows. Basically you need to be creative, bohemian and fun loving.

Job Opportunities

You have to go through a grinding test to be selected as a VJ with a television channel. Tests can be on paper, before the camera and the voice test. And it's not easy getting the first break. Once you are in you will work on a contract basis for a music channel.

If you have a good personality and a wacky sense of humour you can bag your own show within the first six months. It all depends on how your carry yourself and your ability to relate to your target audience.

However there is a lot of uncertainty in this profession. Channels are always looking for fresh faces. This can be both good and bad news. Every year music channels replace old VJs with new, fresh faces. So, your life span as a VJ is short. But that does not mean you will be out of work. If you are good, you are sure to be picked up by another channel or television company.

Apart from Veejaying, you can model, endorse products, do stage shows and brand promotions, act in films and anchor programmes. When you are bored of your job as a VJ you can switch over to being a disc jockey, model, theatre or film actress, anchor for social events or Public Relations Executive.

Money & Other Benefits

That's the best part of being a VJ. This profession is highly paid and for what? To talk nineteen to the dozen (take Cyrus for instance) to travel and meet new people and of course to be a celebrity.

As a VJ you can earn anything between Rs 10, 000-2, 000,00 per show. Every month, you could easily take home a cool Rs 8 lakh.

Career Prospects

The prospects couldn't be any better for VJs as of now. With the introduction of newer music channels like B4U and the likes, the demand for VJs is only on the rise. In fact some industry pundits believe that this is just the beginning. Eventually all channels and not just the music channel will need VJs to project a positive image of their channel. That may sound like music to the ears of wanna be VJs.

Event Manager

Event Management is the new off shoot of advertising/PR Industry. With the advent of satellite television Indians are now getting exposed to mega events being held all over the world. Suddenly, award ceremonies have become more polished. Car launches are rivaling the derby in terms of glamour. So the demand for individuals specialising in Event Management is on the rise.

As an Event Manager you'll conceptualise an event for your client in terms of theme, content and visualisation. You'll also look at the minute details like décor, furnishing, design, caption, visuals, feedback, scripting, invitation cards and also the medium of presentation.

Event Managers organise everything be it marriage reception, trade show, exhibitions, conventions, road shows, product launches, public entertainment shows, concerts, high profile parties, awards functions and even sporting events.

Your job starts at least 2-3 months ahead of the actual date of the event. The amount of work will depend on the magnitude of the event. For instance if you are getting in Britney Spears for a concert in India, you will have to get in touch with Britney, coordinate her dates, book tickets, take care of her accommodation in India, get the requisite legal permmissions, select and book the venue, get sponsors to pay up in time, etc.

The real work happens on the D day when you will have to check the sound, lights, set design, security and the works. Mainly your job would be to work out the actual logistics and co-ordinate between the various parties, generate hype and spread the word around.

Don't take the word hype lightly here. It's the single-most important factor in this business. This industry thrives on hype - the more the better. Basically get anyone and everyone (even those who are not remotely connected to the event) talk about the event.

Trouble shooting is another important function of an Event Manager, as you never know when things might go wrong. Here, security is the buzzword. A really good event can be marred by poor security. If you are arranging an event for the 31st night the drunkards will have to be taken care of. Gatecrashers will spoil a perfectly arranged marriage party. You have to take these things into account when you arrange a big event.

Last but not the least, you have to make sure that all the requisite permissions have been sought. You'll often have to deal with spoil sports like cops. Basically, an event manager's job is to see that all thinhgs are taken care of.

Requirements

You need to be good at organising - very good in fact. Experience in this field even, if it is in organising the local Ganpati pandal or a friend's bachelor party will hold you in good stead. You need to have good interpersonal and communications skill, as you will be in contact with all sorts of people from a stage decorator to the CEO of a company.

Loads of confidence and enthusiasm are also important if you wish to sustain yourself in this industry. Usually individuals with a postgraduate degree in Mass Communications/Advertising/PR/Business Management are preferred. Some institutes have now come up with diploma course in Event Management.

Job Opportunities

There are numerous firms that specialise in Event Management. Besides these, most advertising and PR agencies too have separate Event Management arms.

Many dotcoms too have their own Event Management arms, specifically tailored to suit their needs. If you manage to make good contacts, you can even work on your own or freelance for major agencies.

Money & Other Benefits

As a trainee you'll get Rs 4,000-6,000. With a little bit of experience you could get as much as Rs 40,000-50,000 thousand per event. Of course, an event might take two to three months from the planning to the actual execution.

Once settled you can command your price. You can earn more than 2 lakhs an event. And if you could manage to bring N-Sync down to India, well, then that'll mean having a very fat piggy bank.

Career Prospects

Miss world, Miss universe, Miss Asia pacific, Miss India, Miss Chinchpolkli… Isn't it obvious? There are way too many events being held these days it's increasingly becoming difficult to distinguish one from the other.

If you come up with something out of the way and interesting then you could blow your bugle. Conversely if your show flops, then be ready for instant brickbats. You could even diversify into set designing, lighting or music coordination.

Cinematographer

In the autumn of 1894, the Lumiere Brothers invented the Cinematographic Process and made the first movie of sorts using their 'Lumière Cinematograph.' Over a hundred years later we still use their main idea to capture moving images. A Cinematographer is the person who has expertise in the art of capturing images either electronically or on film through the use of visual recording devices. You will be responsible for the camera. You will zoom in or zoom out, mount the camera on a crane on a helicopter depending on the scene. You will compose how a certain frame is to be shot. You will also be responsible for the way an actor or an actress looks on screen. You will decide the angles that make them look their best. This does not mean that you are just restricted to the camera. Cinematographers set the tone of a movie. Lighting plays an important part. You will select and arrange the lights. Shading creates the sense of space and defines its depth and volume. Hard lighting produces clear shadows while soft lighting, and its direction creates the mood. Warm or cool colors will affect our emotions, while the setting will affect our acceptance of the plot. The originality of the camera techniques used by the cinematographers ties every element together and directly affects the feel of the movie. In a way, a cinematographer is like the umpire. After watching the game, you realize you haven't even noticed their presence. Their job is to support the game, to make it greater without the viewer noticing it.

Requirements

You need to have:
An interest in photography including composition, lighting, movement and fine arts like music, painting, even sculpture
Strong visual sense
Good hand-eye coordination
Ability to work with tools
One of the most important quality for a cinematographer is the ability to visualise the whole story. Often an entire movie is shot over a long period of time in short snippets and at the end of the project the whole movie has to blend in. You will be the one who has all this in your head at all times. For this you need to be seeing, analyzing and discussing films, reading books on filmcraft, and observing film and video productions. Attending professional exhibitions, seminars and workshops also helps. There are not many institutes that teach you cinematography. The Film and Television Institute of India (FTII) has a three-year diploma course in Film Direction, Motion Picture Photography and Audiography. You will learn techniques of shooting by candlelight, morphing, shooting in confined spaces, stretching daylight, using practical light, etc. Besides this you will learn about international cinema and get a bigger picture of film making. Alternatively you can start as an assistant to an established cameraman. You can get to learn a lot of the practical aspects of cinematography. But the there are strong chances that you might end up being just a good assistant!

Job Opportunities

The Initially, you will have to approach cinematographers and directors to show them your work. You must grab any opportunity for hands on experience be it a documentary or a music video. Cinematographers are employed with production houses that make movies and television serials. You can also approach Films Division for grants to produce documentaries and short films. You can also freelance for advertising commercials and music videos. But it will be a long winding road before you reach top. You will most certainly start off as an assistant unless your dad's making a movie! You will have to move through the ranks to become a cinematographer and then the ultimate goal - director of photography - the movie's chief Cinematographer. Later on you can move on to editing and directing on your own.

Money & Other Benefits

Initially there is none! You will be lucky if you manage a humble existence. Mostly you will have to survive on your family's love and handouts from friends and relatives. But with experience, you will get opportunities and with it money. As an assistant, you will make anywhere from Rs 3,500 - 7,000 a month.

As your reputation grows, so will your paycheque. If you prove yourself you will be sought after by film stars. If you make them look good, they insist on you being behind the camera. You can then call the shots. Adding a few Filmfare awards to your list of achievements will help too. You could then easily command as six-figure salary per project.

Career Prospects

Indian satellite television has proved to be a big boon to cinematographers. With a wide variety of content required for innumerable channels from mega serials and cook shows to short films and documentaries, cinematographers haven't had it so good before. The Indian Film industry too is the pink of health, gangsters notwithstanding. Hollywood too is taking note of Indian talent in this field and it is just a matter of time before cinematography too becomes an export item to the west. You can also jump into direction be it ad films, music videos and movies.

Client Service Executive

Advertising offers very interesting, lucrative and mentally satisfying career options. Over the last 5-6 years the business of adverting has increased manifolds and especially during 1999-2000 it had seen tremendous growth.

Before you plan to enter the field you need to know how a typical advertising agency is structured. Generally, the various departments are:
* Client Servicing/Account Management
* Media Planning
* Creative, which includes:
Copy writers
Visualisers

Client Servicing/Account Executive

As the name explains, you will act as the bridge between the client and the agency. You will speak to the client to get a brief understanding of what he/she wants. In addition you will also study the market for the product or service for which the advertisement is being made, analyse market dynamics, target customers, their needs and behavioural patterns, the competing product, buying patterns of customers and various other market related factors.

After going through the entire process you'll then prepare the brief which will be used by the creative, account planning, and media planning department of the agency. Over cups and cups of coffee you'll brainstorm about the product features, the target market and customers, strategy - what the ad will speak, how it will speak and other relevant details to decide the right concept for the advertisement.

It will then be taken over by the creative people, visualisers and the media planning department who will prepare a presentation for the client. It is only after the client's approval that the ad lands at the production table. Client servicing executives are also called Account Executives.

As a trainee in this department you will report to the Vice President - Account or an Account Director. The top boss plans business expansion (bringing in more clients by approaching various companies), implements the plans with the help of Account Executives; and controls all the activities. His basic duty is to coordinate all the activities relating to development and implementation of advertising campaigns.

Just under the Vice President/Director - Account are senior and junior Account Executives. In big agencies there may be a few Account Supervisors who look after big corporate accounts.

Ranking wise Account Supervisors are directly below the Vice President/ Director - Accounts. A number of Account Executives report to the Account Supervisors. You'll interact daily with existing as well as new clients.

Some big agencies also have a different department called Account Planning department headed by Senior Manager/Manager - Account Planning. Senior Account Executives get to work here. Here, you'll develop long-term advertising campaigns for big clients.

Requirements

You should have:

Above average reasoning skills to be able to convince the client of your idea.

Very strong communication skills

Ability to interpret the client's brief

Creative - ability to come up with newer ideas

Ability to express yourself clearly

Ability to lead a team

Good organising abilities

Ability to take initiatives

To be able to put yourself in the person's shoes you are creating the ad for

Ability to work hard, be patient and tactful

Ability to work in a team

Willingness to work long hours

Educational & Professional Background:

To get into client servicing/Account Planning Department of an ad agency you need to be a:

• MBA from a reputed institute
• Post Graduation in Advertising or communication with specialisation in Account Planning/Client Servicing
• Graduate or postgraduates in Liberal Arts or any subject
• Experienced marketing professional with experience in product Management or Marketing Management
• Experienced Marketing/Business Consultants

Job Opportunities

You have several options to choose from:

• Advertising agencies
• Marketing departments of various large companies
• Creative Consultants
• Advertisement and marketing departments of media companies

In any of these companies, you can get an entry level job as a Management Trainee/Executive Trainee/Trainee Account Executive.

Money & Other Benefits

As a Management Trainee/Executive trainee/Trainee Account Executive:
MBAs from a reputed institute can expect Rs 120,000 - Rs 300,000 or more per annum, as starting salary in big agencies and large companies.
Medium size agencies and companies: Rs 48, 000 - 120,000.
Small sized agencies and companies: Rs 30,000 - 60,000.

If you are a fresh Graduates or postgraduates you can get: Rs 30,000 - 60,000 p.a.

Junior Account Executive: Rs 300,000 - 350,000 per annum in big agencies.
Medium sized agencies: Rs 60, 000 - 140,000.
Small agencies: Rs 48,000 - 100,000.

Senior Executive: Rs 5,00,000 p.a in big agencies plus perks like a car
Medium sized agencies: Rs 100,000 - 3,00,000.
Small agencies: Rs 72, 000 - 140,000.

An Account Supervisor earns almost as same as a Senior Executive.

Vice President/Account Director: Rs 600,000 - 1200,000 per year plus perks in big agencies.
Medium sized agencies: Rs 400,000 plus perks.
Small companies: Many do not have such a post. Others pay about Rs 200,000 - 240,000 p.a

Promotions generally depend on experience and performance. With 5 - 6 years experience in an agency, you can move into the marketing department of any company. After 10 - 12 years you can even hop in as a senior Manager or Vice President.

Career Prospects

Do we really have to tell you about the prospects in this industry? You must have gauged it by just going through the number of ads appearing on television and newspapers. The need for trained people in the advertising industry is always on the rise. Don't take our word for it - just go through these facts:

The advertising industry has seen unprecedented growth in 1999-2000. It has grown almost at a rate of 25 per cent. This is in spite of the fact that most companies have actually cut down their advertising budget.

· Companies in the IT and insurance are investing a lot of money on advertising. Not to mention the traditional spenders like the FMCG (Fast Moving Consumer Goods like soaps, detergents, salt, cooking oils, etc.) sector.

· We now have a new medium - Internet and it's fast gaining popularity.

· The growth in the industry has pushed the need for manpower. The industry pundits are also predicting a positive growth in the industry over the next 5 years.

· With the growth in digital medium like multimedia which uses advanced technology to develop communication tools and materials, the demand for skilled professional is on the rise.

· Advertising professionals can also move into the marketing department of a corporate house in a mainstream industry. For instance, an Account Executive with 4-5 years of experience can work as a Brand Manager in a FMCG company.

Copy Writer

As a copywriter in an ad agency you'll handle the copy aspect and do much of the conceptual thinking in press, television, outdoor, or any other form of advertising.
Along with the help of the visualiser and the creative/art director you'll create the advertisement as per the brief of the client servicing and research/planning department. You'll be an integral part of the creative planning process.

All you have to do is create effective and memorable ads, which can catch the fancy of the target customers and make them buy the products. Once you prove your abilities you can rise from being a Junior copywriter to a senior copywriter, Copy Chief/Creative Supervisor and finally to the top - Creative Director.

And if you get bored writing catchy lines you can move into film making, authoring books, ad film making, music videos, producing television software all of which pay are very well. If you want to be your own master you can start your own creative consultancy firm.

Requirements

• Good (make that wild) imagination and ability to express it in an art form like writing poetry, writing stories, etc.
• Ability to visualise concepts, ideas etc.
• Ability to demonstrate concepts and ideas usingthe best possible words. You must be able to draw metaphors.
• Keen interest in various art forms like cinema, drama and music
• Interest in politics, religion, philosophy, history, sports, economics, Internet, culture and ethos, nature, human psychology, etc.
• Keep yourself in touch with the latest happenings in the world
• Good communication skills
• Good presentation skills - ability to present ideas and convince your client.
• Flamboyant
• Good observation skills
• Interest in human psychology - you should understand how one behaves in a given situation, how does one feel, how one is likely to behave.

Actually copywriting is a creative job and as such you don't need a degree or diploma to enter this field. Most people in the advertising fraternity will tell you that they don't have an educational background in advertising. In fact people like Bharat Dhabolkar and Prahlad Kakkad never even planned a career in advertising - it just happened to them. The only qualification you need is creativity and no school will ever teach you that. Of course if you have that creative streak in you, they will polish it for you.

Various institutes offer graduate, post graduate and diploma courses in advertising and Mass Communication. You can even opt for a course in creative writing.

Job Opportunities

You have very few options to choose from:

• Advertising agencies
• Marketing departments of various large companies
• Creative Consultants

If it's your first job, then irrespective of your educational or other qualifications, you will have to go through a 'copy test'. Most agencies use this test to find out your abilities and interests once recruited. You'll have to work under tremendous pressure, often working for as much as 14 hours a day!

Another way to enter a good agency is to build a good portfolio, which will be a showcase of your creative abilities. You can also try reworking some ads that you have watched on TV or read in a newspaper. Just grab your portfolio, write a good resume and then approach agencies. It's as simple as that!

Money & Other Benefits

Well, sky is the limit. But you have to start literally from scratch. Most agencies will pay you a paltry sum to begin with. In some agencies, it can be as low as Rs 2,500 a month! Though the starting salary for a creative genius like you is low, take heart. If you prove yourself you can earn as much as Rs 30,000 or more a month.

Career Prospects

Do we really have to tell you about the prospects in this industry? You must have gauged it by just going through the number of ads appearing on television and newspapers. The need for trained people in the advertising industry is always on the rise. Don't take our word for it - just go through these facts:

The advertising industry has seen unprecedented growth in 1999-2000. It has grown almost at a rate of 25 per cent. This is in spite of the fact that most companies have actually cut down their advertising budget.

• Companies in the IT and insurance are investing a lot of money on advertising. Not to mention the traditional spenders like the FMCG (Fast Moving Consumer Goods like soaps, detergents, salt, cooking oils, etc.) sector.
• We now have a new medium - Internet and it's fast gaining popularity.
• The growth in the industry has pushed the need for manpower. The industry pundits are predicting a positive growth in the industry over the next 5 years.
• With the growth in digital medium like multimedia which uses advanced technology to develop communication tools and materials, the demand for skilled professional is on the rise.
• Advertising professionals can also move into the marketing department of a corporate house in a mainstream industry. For instance, an Account Executive with 4-5 years of experience can work as a Brand Manager in a FMCG company.

Film Editing

The main job of a film editor is to assemble the footage of a film into a seamless end product. You will manipulate the plot, score, sound and graphics to make the parts into a continuous and enjoyable whole.
A film editor plays a crucial role in making or marring a film. In most cases the film editor is chosen much before the cast. Your job begins from the moment the film has been completely shot and lands at the editing studio. As an editor you will cut the footage to as to give the entire film a smooth flow and trim the unwanted parts, which add to the duration of the movie. You will also mix the music. This edited version is then handed over to the dubbing studios with the rough sound.
If you have a good rapport with the director you can work simultaneously with him/her as the movie is being shot. You will work on the footage as and when you ge t it - in bits and pieces. Many editors stay removed from the project during the film itself so as not to steer the director away from his concept of the film.
Your job as an editor may stretch from a few days to months, depending on the length of the movie and the number of people involved in the job. Generally as an assistant you will get to cut the chunk of the footage. Your boss – the editor will only give his final touch and cut the important scenes in the film. In short, he polishes the rough edges and makes the film watchable.
In this field the hours are long. Film editors spend a long time perfecting and honing their craft, just as directors do. They work with computers, eight-plate Steenbecks with twin picture heads, Movieola Flatbeds and Revis Splicers for sound. Beginners work on four- or six-plate Steenbecks as they learn their craft.

Requirements

Film editors work closely with sound editors and musical directors, as anything an editor does affects these two aspects of a film. Interpersonal skills and endurance are keys to success in the career.

There is no substitute for experience and hands-on opportunities. Working with production houses in any capacity is a way of acquiring that experience. Keep a track of all your production experience by starting and regularly updating a resume which can be presented to prospective employers in order to gain more work opportunities and experience.

Film editing is one such field where your experience and expertise counts over and above your educational qualification. Of course formal training in editing will broaden your perspective but it’s not mandatory. If you manage to stick to a reputed film editor with contacts in the industry it will be your best training ground. If you still wish to learn the ropes through a professional institute you can want to join FTII, Pune.
A apart form enrolling with a top-rated film/video school seeing, analyzing and discussing films, reading books on filmcraft, observing film and video productions, visiting equipment rental houses and befriending camera assistants and attending professional exhibitions, seminars and workshops are all means of learning by living the craft.

Job Opportunities

The initial entry into this field is indeed tough. You might have to make innumerable trips from one studio to another. The best way to begin in this field is to start work as a technical or production assistant, watching directors in action, seeing how film editors work within the director’s vision, then learning the appropriate skills. You can also learn the ropes by working as an assistant to an experienced editor who has existing relationships with directors. While this is a popular route, you need to know that it might become difficult for you to disentangle yourself from an established and in-demand film editor.

Don’t expect to be doing a lot independent editing right at the beginning. You will have to play the ‘wait and watch’ game. That’s not all. You would also be required to carry cans from one place to another and do all the odd jobs. If you sustain this period then you are really cut out to be an editor or an asst. editor. It might take you some years to rise high and become an editor. Patience and hard work pays.

Those who really want to become independent, self-supporting film editors take note: Four to ten years of on-the-job training before making enough connections, building up a significant body of work, and being able to start your own editing service is more than common. It’s the only way.

Film editors can also switch over to direction and sound editing. But more often it is the other way around. Those who leave film editing can enter animation companies, where editing is not an issue (because footage is created with the final script in mind and no excess footage or outtakes exist) but creative direction-editing the script with an understanding of how these pieces will seam together-is.

You can also work with music channels like Channel V and MTV and production houses.

Money & Other Benefits

The money in this field can be described in two words – very good. If you find work as an assistant to a well-known editor doing big budget films you will mint around Rs 30,000 – 40,000 from a single movie.
Now multiply that with three. Why? Well, what if you are assisting the same director on three projects? That comes to around Rs 12,00,00 a month. Now, don’t forget the fact that you are just an assistant. Which means that you can definitely earn more when you become an editor. An editor earns almost 6 times the amount that his assistant makes. That means as an editor you could be raking in as much as Rs 500000 a movie!

Career Prospects

Just look at the number of music video being made these days. And of course there are advertisements, promos and not to forget full length movies. These need editors to trim the rough footage. So the prospects in this field can be goldmine if you have the patience to stick around. It may be months or even years before you get the first break. But hold on to your dreams. You only need that one hit to establish yourself in this field. Then the big banners will come knocking on your doors.

Most editors dream of becoming a director some day. When editors become directors they have an added advantage, that of cutting their own film. So when editors turn directors they become pretty successful, as the film doesn't lose the essence since it's cut and directed by the same person. That's precisely the reason why editor turned directors like David Dhawan and A. Muthu are where they are - up there.
Editors will continue to enjoy strong demand for qualified professionals who produce quality service.

Journalist

Journalism is all about communicating information through various media and involves the collection and dissemination of news through articles, speech or visuals. Let's go through the various categories in journalism:
Reporting: It implies coverage of any kind of event to get a story. Wherever possible, reporters research the background of a subject before beginning first-hand investigation. Whatever the issue, they are expected to present a clear and unbiased account of the facts they have gathered and particularly in controversial cases to include points of view of those involved.

Reporters must compose stories quickly and meet tight deadlines. Accuracy, brevity and speech are the most important factors. They do not have fixed timings and travel frequently, often to remote areas or trouble spots to cover the action.

Correspondent/Specialist Reporting: Involves reporting either on a topic of specialisation, or from a place other than the paper's headquarters.
Special correspondents often report on general news for the most part covering their area of expertise only as the need arises. Their aim is to interpret and explain news, and comment on the events, trends and causes behind it. Specialisation can range from politics, foreign affairs, finance and law to sports, culture or health and environment.
Few correspondents concentrate only on specialist writing. Those who do, such as syndicated columnist, usually contribute to several papers at the same time. The number of specialists/correspondents working for a paper depends on its size, circulation and resources.

News/Features Editing: This is for journalists with good organising skills. This is primarily a desk job involving little or no reporting. News and features editors control reporting staff, allocate assignments and attend editorial conferences.

Sub-editing: Sub-editors are required to re-write stories to fit the space assigned; spruce up introductions and language, proof copy for spelling and punctuation; and sometimes give the story a 'slant' or focus of interest. They write headlines and sometimes, in consultation with the night or assistant editor, compose page layouts. Subbing is a desk job that involves teamwork and is always done under tight time constraints. Sub-editors in newspapers work in shifts and therefore are on duty at odd hours.

Feature Writing: Is more descriptive and detailed than news reporting and can cover any topic of general interest. They are usually written by experienced journalists or specialists. Often, freelancers are commissioned to write features for regular or weekend papers.

Columns: Topics can be general, usually a look at something from the writer's personal viewpoint or specialised, if the columnist is an expert on a particular subject. Sometimes, writers from other papers are invited to contribute their articles on a regular basis and are called 'guest columnists' Commentators are critics who review development in special areas like politics, sports, consumer affair, music, art or literature. They are also usually called columnists.

Leaders/Editorials: Are written by the editor, a special correspondent or experienced journalists and are full-length expressions of editorial opinion on a topic of current interest.

Cartoons/Graphics: Range from cartography, graphics and illustrations that enhance a story to caricatures and cartoons that comment on public figures or events.

Requirements

A flair for writing, ability to express ideas lucidly and concisely; open mindedness; unbiased approach; curiosity wide ranging interests; sensibility to atmosphere; an instinct for a story's newsworthiness; ability to sum up people; resourcefulness; resilience; ability to sift relevant facts from irrelevant information; stamina; courage; willingness to work hard at irregular hours and on holidays; dedication; staying power.

As for educational qualifications, it varies with the institutions. Generally a degree in any discipline is the minimum qualification for entry. Getting into leading newspapers in India will be easier if you have obtained a first class in graduation. You can also have a Bachelor degree in Journalism.
Alternatively, you can have a Post Graduate Diploma in Journalism after your graduation in any discipline.
Other degree/diploma which may also lead to you a job:

• MA in a Literature (English or any other languages)/MA in Economics/Commerce/other subject
• MA in Journalism
• MA in Mass Communication & Journalism
• Bachelor/ Master of Mass Communication & Journalism
• MA/ Post Graduate Diploma in Mass Communication
• MA/ Post Graduate Diploma in Broadcast Journalism
• MA/ Post Graduate Diploma in Television Journalism
• MA/ Post Graduate Diploma in Electronic Journalism
• MBA/ Post Graduate Diploma in Management

Job Opportunities

* Newspapers
* Magazines and periodicals
* News agencies/bureau
* National television and radio
* Private television channels and FM channels
* Regional press bureau of international papers/agencies/networks
* Ministry of Information and Broadcasting, Government of India
* Related government agencies like Directorate of Advertising and Visual Publicity, Directorate of Field Publicity

* Press sections of public and private sector corporations
* Freelancer/stringer - advisable only after sufficient work experience

Money & Other Benefits

Now let's get to the point. Money wise journalists are among the poorest paid in any profession. As against print journalism television is known to pay better. As a trainee in a newspaper your pay ranges around Rs 3,500 - 5,000 per month, which is hiked to Rs 5,000-7,000 on confirmation.

In the electronic media, you start out with Rs 6,000 as minimum pay. If you are lucky, you can even start with Rs. 10,000 with an electronic media company. However, salary scales aren't fixed in this field. And you can earn quite well after 4-5 years.
Senior sub-editors, for example earn Rs 7,000 - 12,000 per month. Some business journalists with 5-6 years experience can rake up to Rs 25,000 -40,000 if working with a foreign media house/ Indian media barons. Senior Correspondents of leading media companies earn about Rs. 20,000 - 30,000 per month. You earn well...eventually.

Career Prospects

The scope of journalism is wide and is increasing with greater diversification of the media. The information explosion has brought home the urgency of being able to express more diverse and complex ideas, news and viewpoints more quickly and concisely than ever before. New publications appear on the news stands each year. Vernacular papers are currently in circulation and the number is growing, creating a larger demand for writers with an ability to grasp situations and translate them into words in the shortest possible time.
Now, due to the boom in the dot com companies, there is an increasing demand for editors and freelancers. Almost all major newspapers and news agencies in India have a presence on the Internet, making it one of the easiest ways to get to know about the happenings in India. Hence having knowledge of computer graphics and Internet related topics will be an added advantage.

Media Planner

This department decides on the best media to release the ad so as to maximise its impact. This is done after researching information about the group the ad is targeted at. Of course they have to work within budget constraints of the client and within the time frame. It's a very challenging job, especially because so many clients and advertising agencies are vying for premium space and time.

In this department, you will be dealing with numbers and charts. You will have to go through loads of data on the habit of your target customers. You will also research on which television channels they like to watch, which newspaper they read, which web sites they log onto, and so on. After going though all this data, you will use some computerised (or use your judgements and experience) models to find out the best media for your advertisement.

After the media plan is laid out, you will have to go out and buy the space and time for your advertisement to appear as per the plan. And this is hell of a lot of work. This is because, a host of other agencies are also vying to buy the same space and time. So, a lot of bargaining and deal making goes on. Your job is to get the best deal for your client and to make sure that the advertisement comes out as per the plan. So, you will meet the media executives in the newspaper companies, magazine publishing houses, television companies and other related companies.

The media department is headed by a Vice President/Director - Media.
Senior Media Executives report to him and Junior Executives report to the Senior Executives. Trainees generally report to the Senior Executives. If you join as a trainee (which you will in most probability) you'll be mostly involved in the legwork that is needed to buy the required media space and time.

Requirements

* You wil have to be a 'number cruncher'

* Very strong reasoning abilities

* Very good in comprehending complex data

* All the attributes that an account executive needs.

Generally, people armed with an MBA degree are inducted in the Media Department. You'll undergo one or two years' training in media planning and media buying to become a Media Executive.

Another route could be through the space/time selling department of a newspaper/magazine/television company. Even fresh graduates or postgraduates are welcome here. However, postgraduates in Communication/Advertising are given the same status as MBAs. But in this era of specialisation, you got to be an MBA or a trained professional in space selling/time selling to be the preferred one.

Job Opportunities

You have several options to choose from:

Advertising agencies

Creative Consultants

Companies specialising in media planning, buying and selling.

You can get an entry level job as a Management Trainee/Executive Trainee/Trainee.

Money & Other Benefits

As a Management Trainee/Executive trainee:
With an MBA or equivalent degree from a reputed institute you can expect Rs 120,000 - 300,000 or more p.a., as the starting salary in big advertsing agencies and large companies.
Medium size agencies and companies: Rs 48,000 - 120,000.
Small sized agencies and companies: Rs 30,000 - 60,000.

Fresh graduates or Post Graduates can get: Rs 30,000 - 60,000 p.a.

Junior Media Executive: Rs 300,000 - 350,000 p.a in big agencies.
Medium sized agencies: Rs 60,000 - 140,000.
Small agencies: Rs 48,000 - 100,000.

Senior Executive: Rs 5,00,000 p.a., in big agencies plus perks like a car
Medium sized agencies: Rs 100,000 - 3,00,000.
Small agencies: Rs 72,000 - 140,000.
Vice President /Media Director: Rs 600,000 - 1200,000 p.a, plus perks in big agencies.
Medium sized agencies: Rs 400,000 plus perks.
Small companies: Many do not have such a post. Others pay about Rs 200,000 - 240,000 p.a

Career Prospects

Do we really have to tell you about the prospects in this industry? You must have gauged it by just going through the number of ads appearing on television and newspapers. The need for trained people in the advertising industry is always on the rise. Don't take our word for it - just go through these facts:

The advertising industry has seen unprecedented growth in 1999-2000. It has grown at a rate of 25 per cent. This is in spite of the fact that most companies have actually cut down their advertising budget.

• Companies in the IT and insurance are investing a lot of money on advertising. Not to mention the traditional spenders like the FMCG (Fast Moving Consumer Goods like soaps, detergents, salt, cooking oils, etc.) sector. We now have a new medium - Internet and it's fast gaining popularity.
• The growth in the industry has pushed the need for manpower. The industry pundits are predicting a positive growth in the industry over the next 5 years.
• With the growth in digital medium like multimedia which uses advanced technology to develop communication tools and materials the demand for skilled professional is on the rise.
• Advertising professionals can also move to the marketing department of a corporate house in a mainstream industry. For instance, an Account Executive with 4-5 years of experience can work as a Brand Manager in a FMCG company.

Publishing Executive

You have all by now read and re-read Arundhati Roy's God Of Small Things, Shobha De's Surviving Men and Upamanyu Chatterjee's English August. But have you ever even for a moment wondered about the person who actually deemed these books worthwhile for print? I mean if it weren't for David Davidhar of Penguin Publishing, we would have no Shobha De or even Arundhati Roy! So, a publisher is the unsung hero with a foresight of what will sell and what will not.

If you are an avid reader in love with language and possess good marketing skills a career in the publishing industry is the answer to your prayers.

Did you know that India ranks 10th in the world book trade, exporting books, periodicals and journals to over 80 countries? Well, now you know. But before that you have to know that publishing is an industry and not a profession. A publisher's main responsibility involves converting an author's manuscript into a finished book and reaching it to the readers.

Publishing houses specialise in the nature of the books they bring out - textbooks, paperbacks that include both fiction and non-fiction, academic/technical books, periodicals and art books.

A publishing company is usually divided into five major departments:

* Production (including manufacturing, editorial and administration)
* Editorial
* Marketing
* Finance
* Operations

Now let's see what you'll do in each of these departments:

Editorial Department: The creative minds can hop in here. Work will involve identifying authors, commissioning manuscripts and fixing deals and contracts with authors. If that sounds boring you could even double up as a writer, author or translator on a freelance or full-time basis. Basically you'll judge the market potential of the manuscripts handed to you. Let's see if you spot another Arundhati Roy or Jumpa Lahiri.

Illustrator: Bring out your creative skills for desigining the artwork for books, book jackets and covers and also develop graphics and illustrations to enhance their content.

Production department: Here in consultation with the editor, you'll decide on the appearance of a book, in terms of its shape, size, cover, number of pages, type of paper, font style and illustrations. You'll also co-ordinate with suppliers like printers, paper merchants and bookbinders.

Marketing Department: Selling is your forte. Here you'll plan sales campaigns, write 'blurbs', and research for review lists. Visiting schools, universities, bookshops, libraries and other potential customers, to provide them with information on forthcoming publications and collecting orders is part and parcel of the job.

Publishing also covers a number of similar activities:
Distribution: This is exclusive to sales and marketing. There are some publishing offices that only handle the distribution of books and periodicals. Your work will involve promotion, supply and retail of all kinds of books.

Desktop Publishing: This is a recent development, involving a personal computer, which makes it possible to edit, design, layout and typeset copy. Cheap production cost has made this branch of publishing very popular among companies to produce brochures and newsletters for their internal circulation as well as for books with small print orders and limited sales.

Requirements

* Interest in marketing
* An avid reader
* Creativity
* Good writing skills
* Patience
* Interest in social, economic and literary trends
* Good memory
* Computer and Internet savvy
* Good command over language

Most courses in publishing are post-graduate courses that require a basic degree in any faculty. With the exception of production posts, you don't need special qualifications to enter this field. You can learn on job.

But if want to excel in this filed you need to have knowledge of:

Basic office software
MS-Office
Lotus Smart Suite

Desktop publishing software
Adobe Pagemaker
Quark Express
MS Publisher

Design software
Adobe Photoshop
Amipro

Web page design software
Macro media
Fireworks
Of course the skills are specific to certain types of publishing houses. For e.g., if you're looking for a job in print, Quark Express/Pagemaker will make your life easier. If you're looking for a job in Internet media, knowledge of Macro media/Fireworks will make your prospects stronger.

Job Opportunities

You can enter the industry in one of the functional departments as an assistant. Selection is done on the basis of a simple written test and personal interview. Production and marketing departments prefer individuals with work experience.

Some of the areas of work are:

Book Publishing House: It could be a very large international company or those run on a shoestring budget by a handful of employees.

Various central and state government agencies: These include Ministries of Information and Broadcasting and Education and Culture. Publishing department of a university or educational institution have their own publication divisions.

Government-sponsored organisations: Sahitya Academy, India Council for Cultural Relations and Indian Council of Social Science Research employ publishers. Organisations run by public trust funds like are National Book Trust, NCERT and the Children's Book Trust Fund are some other options. These agencies are mainly concerned with cultural or educational publications.

Book Packing: This is mainly for the marketing types with good selling skills. You'll take care of promotion, sales and distribution.

Distribution: This deals with sales and marketing. This is a lucrative business, where infrastructure and overheads are high. Work involves promotion, supply and retail of all kinds of books.

Magazine Publishing: It's different from book publishing and involves production and marketing skills with knowledge of journalism and advertising. As a magazine publisher you'll be responsible for the commercial side of the business.

Desktop Publishing: In today's net savvy world, the computer makes it possible to edit, design, layout and typeset copy, making desktop publishing immensely popular.

Publishing Systems Co-ordinator: You'll work with the editor, authors and vendors on digital submission of manuscripts and artwork.

Production Editor/Assistant Production Editor: You'll oversee all manuscripts to bound book, and work directly with authors, compositors, freelancers and artists.

Marketing Database Administrator: If you possess excellent computer problem solving skills and have experience with relational database systems or information retrieval systems, this is for you.

Desktop Operator: You'll be responsible for taking edited manuscripts and processing them into electronic files suitable for web delivery and printing.

Editorial & Production Manager: You'll supervise all stages of editorial and production work from scheduling projects to meeting deadlines, hiring freelance resources as required to negotiating printing contracts.

Graphic Designer - Web: You'll be responsible for maintaining and developing online activities. An understanding of web usability and interface issues is necessary.

Publisher (Online Products): You'll be responsible for seeking new business opportunities, interacting with authors on the progress and proofing of projects.

Marketing Executive/Senior Marketing Executive: If you love travelling a marketing post will give you ample opportunities. Your main areas will be identifying opportunities, achieving individual sales target, negotiating, competitive scanning, operational planning & implementation with respect to exhibitions, seminars and conventions.

Money & Other Benefits

Publishing, on the whole, is not a very lucrative career. It's possible, though, to maintain a reasonable standard of living on the money offered by most organisations. Salaries and grades vary from one publishing house to another.

Starting salary: Rs 3,500-5,000 depending on your qualifications.
Newspapers and publication houses pay well.

The publisher who looks after the business aspects of a publication, gets paid in the range of Rs 35,000-60,000 or more a month, obviously this comes with other perks.

Marketing posts offer: Rs 1- 4,00,000 lakh (for different positions)

Product Analyst: Rs 1.25 - 4 lakh (for different positions)

Career Prospects

The entry of foreign publishing houses has brought with it more money and larger markets, attracting young professionals. Some of the younger generation of publishers are founding their own indigenous companies and exploring new avenues.

The publishing world is highly competitive. It is difficult to keep supporting and promoting writers year after year. Publishing is viewed as a tradition-bound area, where careers are slow to take off. After gaining a few years of experience, it's possible to freelance or work part-time for one or more publishing houses.

From a career in publishing you could move to art and design, book selling, information work, journalism, languages and printing. Publishing houses also have multimedia arms such as CD-ROM's audio video e.t.c. You could be doing that too!

Visualiser

Advertising offers very interesting, lucrative and mentally satisfying career options. Over the last 5-6 years the business of advertising has increased manifolds and especially during 1999-2000 it had seen tremendous growth.

Before you plan to enter the field you need to know how a typical advertising agency is structured. Generally, the various departments are:
* Client Servicing/Account Management
* Media Planning
* Creative, which includes:
Copy writers
Visualisers

THE CREATIVE DEPARTMENT

Visualisers

As a visualiser in an agency it's your job to give shape to the creative ideas developed from the client's brief. You will participate in the creative planning process and bring out the idea for an advertisement. You'll put your ideas or illustrate (in the form of drawings) on paper or on computer and prepare the artwork to be presented first to the agency you are working for and then to the client. Once the initial artwork is okayed, you will have to make the final artwork, get a final nod from the client and give it to the production team. You will act as an integral part of the creative process in the agency.

You will start as a Trainee Artist/Illustrator/Visualiser. Then you can become a Junior Visualiser and thereafter a Senior Visualiser. The next step would be as a Creative Director. In many agencies, you are just called a creative team member and not a Visualiser.

Requirements

• Good (make that wild) imagination and ability to express it in an art form like writing poetry, writing stories, etc.
• Ability to visualise concepts, ideas etc.
• Ability to demonstrate concepts and ideas in the best possible words. You must be able to draw metaphors.
• Keen interest in various art forms like cinema, drama and music
• Interest in politics, religion, philosophy, history, sports, economics, Internet, culture and ethos, nature, human psychology, etc.
• Keep yourself in touch with the latest happenings in the world
• Good communication skills
• Good presentation skills-ability to present ideas and convince your client.
• Flamboyant
• Good observation skills
• Interest in human psychology - you should understand how one behaves in a given situation, how does one feel, how one is likely to behave.

Educational And Professional Qualifications
You can graduate in Fine Arts/Commercial Arts and get placed as a trainee, artist or visualiser.

Alternatively, you can also do your graduation in Communication Design/Graphic Design/Animation Design, as there are highly rated by the agencies.

Professionals from the art department of newspapers, publication houses, television company, etc. can also get in to advertising.

Of course, it goes without saying that a visualiser's job is more creative than anything else. So this field is also open to people without any formal training in Arts.

Job Opportunities

You have very few options to choose from:

• Advertising agencies
• Marketing departments of various large companies
• Creative Consultants

Money & Other Benefits

Artist/trainee: Rs 4,000 - 7,000 a month in a big agency. In a medium scale agency, you will get about Rs 3,000 - Rs. 5,000 per month and in small agencies, Rs 2,500 - Rs 3,000 a month.

Junior Visualisers: Rs 7,000 - Rs 14,000 a month in a big agency. In medium scale agency, about Rs 5,000 - Rs 10,000 and in a small scale agency, you will get about Rs 4,000 - Rs 7,000 per month.

Senior Visualiser: Rs 12,000 - 30,000 or more a month in large agencies. In medium scale agencies, Rs 7,000 - Rs 14,000 a month or more and in a small agency, Rs 6,000 to Rs 1 0,000 a month.

Creative Director or Chief gets about Rs 40,000 - 80,000 or more a month, plus perks in large agencies. The medium scale agency Creative chiefs get about Rs 20,000 - 30,000 a month. And in small scale agencies, there is often no such post. If it is there, the salary can be in the range of Rs 15,000 - 20,000 a month.

Career Prospects

Do we really have to tell you about the prospects in this industry? You must have gauged it by just going through the number of ads appearing on television and newspapers. The need for trained people in the advertising industry is always on the rise. Don't take our word for it - just go through these facts:

The advertising industry has seen unprecedented growth in 1999-2000. It has grown almost at a rate of 25 per cent. This is in spite of the fact that most companies have actually cut down their advertising budget.

Companies in the IT and insurance are investing a lot of money on advertising. Not to mention the traditional spenders like the FMCG (Fast Moving Consumer Goods like soaps, detergents, salt, cooking oils, etc.) sectors.

We now have a new medium - Internet and it's fast gaining popularity.

The growth in the industry has pushed the need for manpower. The industry pundits are also predicting a positive growth in the industry over the next 5 years.

With the growth in the digital medium like multimedia which uses advanced technology to develop communication tools and materials the demand for skilled professionals is on the rise.

Advertising professionals can also move into the marketing department of a corporate house in a mainstream industry. For instance, an Account Executive with 4-5 years of experience can work as a Brand Manager in a FMCG company.

Public Relations Executive

Apart from strong marketing efforts, companies these days need much more to make people buy their products. You guessed it right. Companies need good or positive image, what you call 'corporate image' to stay in the business. As a PR Executive in a company you'll work towards building up this corporate image in the minds of the public. That's the summation of your job profile.
A good image translates in to an increase in the sales turnover. However, good PR is not just the domain of the multinationals. Even a NGO needs good PR to raise capital for all its activities. Got it?

Your job as a PR executive will be very interesting and varied. Other than building the corporate image of your company or organisation, you would also be involved in publishing the in-house magazine or communiqué, developing corporate brochures and other PR materials like slides, transparencies, video films, presentation, etc.

Your job doesn't end there. You could also be called in to give your inputs on designing and developing the brochures for promotional and marketing purposes. In crisis situation you will be trusted upon to spruce up your company image and handle the image damage.

As a PR executive you will also help the corporates in developing and maintaining good relation with government agencies, legal and statutory bodies, press, media, suppliers, vendors, franchisee, shareholders and various other stakeholders of the company.

Developing and maintaining a good relation with the media will be your main preoccupation. Keeping the media abreast of any notable incident and development in your company (launch of a product or service) will be handled by you. You'll have a tough job avoiding any negative publicity that might arise in the media.

Apart from corporate and other organisations you could also be handling PR for high profile people like rich industrialists and filmstars. Why, even the political parties these days need PR to develop and maintain a good image among the masses.

Actually this trend is also a hand-over from the West where everyone right from the presidents to the rock stars, film stars, musicians and child prodigies hire PR firms or independent PR professionals (what they call Image Consultants these days!). Even in India you aren't happening unless you are backed by a cellphone trotting PR executive.

As a PR executive you could specialise in:

Corporate Communications
You'll be helping organisations manage their relations with stakeholders, investors, general public, customers, government, employees, future employees and others.

Marketing Communications
You could be handling product launches, branding and positioning, media tours, sales promotion, sponsorships, dealer/franchisee/distributor/supplier contact programmes, etc.

Corporate Identity
You'll working on building the corporate name, logo, symbols, letter pads, envelopes, websites, interior and exterior design of office, displays and exhibition stands, audio-visual materials and other such things.

Investor Relations
Your focus will be developing and maintaining good investor relations for the company.

Employee Relations
Maintaining good relation with the employees of the organisation will be your domain. This is important for the smooth and successful functioning of the organisation.

Event Management
You are concerned with conceptualising, developing, implementing, and managing events for corporates and other clients. You'll handle product launches, treat delegates in a seminar, manage the Annual General Meeting and so on.

Crisis Management
A company is often caught unaware of various legal implications and accidents like its particular product causing harm to the environment, government banning manufacturing in a plant, etc. In these cases you have to manage the crisis situations.

Celebrity Management
It is a growing area in PR. You would help the rich and the famous in managing their careers. The new entrants in this field will look up to you to give a boost to their careers.

Requirements

It's not easy to please all the people all the time. This is what you need:
* First and foremost you got to have charisma, which draws people to you. Then you need to build up good and lasting relationship with them

* You must have excellent communication skills in English and any other regional language. It helps if you know a foreign language. And you should be good in both your writing as well as in verbal

* Good presence of mind

* Desire to take initiatives, as PR is all about being proactive

* Other than these, you got to have a creative mind, an enterprising and dynamic personality

As for the educational qualifications, a postgraduate degree/diploma in public relations only helps you marginally. A degree/diploma in Mass communication may also help. PR firms also recruit MBAs.

The most important quality here is your ability to strike the right rapport with whosoever it matters. You got to have good contacts in the media. This will help ward off any negative publicity. That's the reason PR firms prefer people with prior experience in media.

People with good experience in Advertising, Marketing, Corporate communication can also get good jobs. You can even join PR after having a good 10 years of experience in a government department (in a senior officer cadre).

Job Opportunities

* Large PR firms like Perfect Relations, Good Relations India Ltd., etc.

* PR/Corporate Communication/Corporate Affairs/External Affairs department of large companies

* Independent PR consultants often recruit assistants to help them

* Various government agencies and big NGOs

* Marketing and management consultant organisations and event management firms

* New age Image management/Corporate Identity management firms (in fact the term PR will soon be replaced with Image Management)

Money & Other Benefits

In a medium-sized PR firm you will get about Rs 7,000-25,000 or more a month to start with. With 5-7 years of experience in media, advertising, marketing, corporate communication, etc., you can expect Rs 20,000-50,000 or more.

The government departments and agencies make appointments through UPSC. The pay ranges from Rs 11,000-12,000 in the beginning. You could earn a maximum of Rs 25,000 a month.

Career Prospects

Good PR is imperative to create a long lasting brand out of a product. It increases the credibility of a product and hence PR executives have never had it better. By a gross estimate, the business of leading PR firms has increased 30 per cent in 1999-2000.

We have both good and bad news here. Though the opportunities for a PR executive are increasing, most PR firms prefer to hire people with prior experience in media, marketing, advertising, and corporate communication.

So it's becoming sort of important to have a good network of known people in media to get the initial break. After all, good PR begins at home!

Actor

An actor's life is not all about singing and dancing around trees. It's much more than that. For starters you have to mug long dialogues, work in extreme climatic conditions like blazing sun or rain, rehearse difficult dance movements for hours till you perfect it, try 100 outfits before selecting the final one, perfect fight scenes and most often work long periods of time. Imagine a dingy, sweaty place for a makeup room (if you haven't made it) and a co-star with bad breath! Add to that a lecherous director and you can imagine that it's not all song and dance.

As an actor you will have a wide canvas to work on. You could do theatre, stage, television or movies. You could also try dubbing. While television shows and commercials take a shorter period of time, mega -serials and movies take longer to shoot.

Stage performance is considered the ultimate challenge as you perform in front of a live audience and there are no retakes here. Films and television on the other hand are the most sought after for their reach and money. Not to mention they guarantee instant popularity.

All this after you have appeared for the screen test and been selected.

Requirements

To be a successful actor you need a good amount of stamina to work round the clock. Then of course there are the riding lessons, fighting lessons, diction classess and most importantly - dance classes to take care of.

No formal education is required here. But you should at least know how to read and write (to memorise your lines). What you basically need here is talent and a love for acting.

You should be able to perform totally uninhabited in front of an audience. Clear speech and diction is another essential requirement.

Although, no one can actually teach you how to act, acting schools can hone your skills. You can join an acting course that teaches you everything from acting to riding and fighting. Alternatively, you can join different classes like for instance Shiamak Davar for dancing and Ashok Kumar Academy for acting.

Job Opportunities

If you have the talent and the right contacts there is plenty of work for everyone here.

Theatre: This is considered the most satisfying and challenging. Renowned actors like Nana Patekar and Naseeruddin Shah have all had an enriching theatre background. If you choose to work with a production house it will give you ample scope to travel and perform in front of different audiences and even travel abroad.

Television: The boom in this sector has opened up a whole new world of opportunities for aspiring actors like you. This is also the place where less successful actors from the big screen resort to. You could work in television serial or do commercials.
Production houses like In-House Production, Adhikari Brothers, Plus Channel, Zee Television, Star T.V Network, Sony Television, etc. hire actors. Chances are you might be flooded with offers at one time and sit empty the next. Your contacts will be helpful in getting you roles.

Films: It can't get any bigger than this. If you want name, fame and money, this is it. If you strike lucky you could be working with none other than biggies like Subhash Ghai and Ram Gopal Varma and raking in lakhs. Talent and networking are not the only things here. You got to have loads of luck too.

Money & Other Benefits

A beginner can earn anything between Rs 1,500-3,000 per episode, on television. Not bad huh? As your popularity soars, so does your pay cheque.

In the movies, a junior artist starts off with Rs 15,000. Once you get good recognition in the industry you could demand your price.

Career Prospects

Television is no more the small screen. It has really grown big. The addition of newer channels everyday, spells more opportunities for actors. There is a serious dearth of fresh faces in the industry. Music videos are also a great place to get yourself noticed.

Theatre is increasing becoming popular not for the masses but for the intelligentsia and corporate sponsorships is breathing new life into it.

The advertising industry is another avenue you should be looking at. Once you make it big in Bollywood, sky is the limit. India makes the largest number of movies in the world and there is place for you here.

Also, a recent development is the emergence of young, independent film makers who are making arty films with commercial success. So what are you waiting for?

Choreographer

As a choreographer you'll create and organise dance sequences in cinema, music videos, stage shows, drama, theatre, and even in private gatherings if somebody wants to foot the fat bills. You can even float your own bale troupes to perform on stage.

Providing the basic training to the dance troupe will be your area of work. A typical dance troupe consists of 20-100 or more boys and girls. Some choreographers prefer to take on fresh dancers with no prior experience. The students are first taught the basic intricacies of Indian classical dance or western dance and then the contemporary dance styles. Thereafter, with hard work and practice you can develop their own style of dancing.

Each choreographer has his/her own style. Your creativity lies in your ability to mix various dance forms.

If you opt to work in Bollywood (agreed they make a song and dance of everything), you'll work closely with the scriptwriter, producer, director and music director. Once the concept is fixed you will then hold numerous rehearsals with your troupe to set the dance sequence. The rehearsals are often video recorded and later shown to the dancers to correct their mistakes.

Requirements

This is one field where you won't be asked for your qualifications. If you can dance, you can dance. However, knowledge of Indian classical dance or western classical and modern dance will help. As a choreographer you can create your own style of dance.

A professional training in any dance forms like Kathakali, Mohini Attam, Bharata Natyam, Kuchipudi, Odissi, Kathak, and Manipuri will take you at least 7 years. Good knowledge of Indian folk dances like Dumhal and Rouff of Kashmir, Hikat of Himachal Pradesh, the Jhumeila, the Chaunfla of Garhwal, Chholiya of Kumaon, Uttar Pradesh, Dalkhai of Orissa, Gendi of Madhya Pradesh, Bihu of Assam, etc. will also help you further your base.

Training in western dances like jazz, waltz, swing, tango and contemporary dances like disco, rap will also help.

Basically, you must have god communication skills and ability to lead a team. A cool head will help in dealing with a crowd of over 20.

Job Opportunities

In choreography there are no jobs in the conventional sense of the word. Mostly you'll work on assignments on a contractual basis. So, in the beginning, you may get to work as an assistant to an established choreographer.

You can of course work on your own. Though it would take some time to establish your self in the market. In the meanwhile you can survive being a dance instructor in a dance school/training center.

Money & Other Benefits

Of course you don't get to be a Farah Khan or a Ganesh Hegde right at the start. You have to build your way up, especially in the entertainment industry, which sees scores of new talent everyday.

School teachers get paid Rs 6,000-8,000 a month to begin with.
In the film industry you may have to start at Rs 2000 a month. But sky is virtually the limit. A reputed choreographer may earn anything between Rs.50,000 - 8,00,000 or even more for a dance sequence in a movie.
That's as far as the money aspect goes. But the fringe benefits in this field far outnumber the monetary aspect. First of all you don't have to sweat it out at a gym to keep fit. Numerous dance rehearsals will do that for you. What's more, you might even get entry into college! Sajid Khan got into Mithibai College not on the basis of his scores but on the basis of his dance competition certificates!

Once you hit it big time, you get to travel. That's the best part of the job - to be able to see the world at the producer's cost, get people to dance on top of glaciers, go up in an air balloon, make exotic stop-overs.

You'll never feel like its work that you are doing. How can you? When life is all about song and dance!

Career Prospects

Choreography, be it in films or music videos is fast catching on. Shiamak Davar won the Screen Videocon Award, the Lux Zee Cine and the prestigious National Award for his choreography in (Dil To Pagal Hai). Get the point?

Opportunities for choreographers as a whole depend on the growth of the entertainment industry - mainly cinema, music and television.

The export potential of the Indian film industry and television industry is growing very fast. This means, we will see large investments in the industry. So in the passage of time there is going to be increased demand for choreographers and other professionals associated with the entertainment industry.

Model

Make no mistakes modeling is a tough business. Contrary to popular perception it's not just about looking pretty day in and day out. As an aspiring model you would be making innumerable rounds of advertisement agencies and model coordinators for work. All this only after you get yourself a nice portfolio of pictures. Apart from keeping aside a hefty sum of money (anything between Rs 15-40,000) you first have to choose a good photographer. How do you do that? We'll tell you.

First of all inquire around you, to decide which one suits your budget and look. Go by word of mouth. Avoid 'portrait photographers' as they don't understand the need of the fashion industry. Make sure you take a look at the photographer's portfolio. Do you like it? Is this what you want your pictures to look like?
Beware of corny photographers who will tell you that they are working on a swimsuit calendar and seek to photograph you in the nude. Photographers should be professional and respectful. Always, take a friend along.
Remember to be smiling throughout the shoot, you never know when you'll manage to get a free picture or an extra roll done at no extra cost!
Most photographers work with their own dress designer and makeupman, though this might turn up to be an expensive proposition. But there are some who will let you get your own set of clothes and do your own hair and makeup. Consider getting a few extra clothes (just in case you get th at extra shoot!)
Before you go for the shoot practise your style and pose in front of the mirror. Most photographers have a tight schedule and would be impatient if you go unprepared.

There are various types of modeling:

Fashion modelling: Includes fashion shoots for magazines; mail order catalogues and live shows for reputed fashion houses.

Editorial/Print Modelling: This refers to photography for magazines, including covers. This work offers a lot of exposure to first time models.

Catalogue Modelling: Models are hired to appear in catalogues like Otto Burlington to sell clothes/everyday products. Requirements are flexible.

Commercial Print Modelling: Models are photographed to promote a product on billboards, buses, magazines and newspapers.

Runway (Ramp) Modelling: For all you catty types. You must look comfortable and make even the dullest outfit look attractive to the audience.
The Showroom/Event modelling: You'll be on the pay roll of export houses, garment manufacturers or large clothing retailers. You'll wear finished designs to display their cut, drape and workmanship to buyers. You will pose with a car in auto exhibitions, when a car model is launched.

Requirements

Finding out if you are cut out to be model can be both daunting as well as simple. You have to be 100 per cent true to yourself. Though this field asks for no special qualifications this is what you got to have:

* The definition of beauty in this field is relative. What you must have is a photogenic face, a proportionate figure and a terrific personality.
* Good height is essential, especially in ramp modelling
* Extrovert and expressive
* Well groomed physique and personality
* Uninhibited by crowd
* Flamboyant and confident
* Photogenic
* Poise
* Excellent communication skills
* Healthy lifestyle
* Ability to travel alone

Most models start off young - as early as 16. The best measurements for a model are 5'9", 34b bust, 24" waist, 34" hips. If you are within one inch of these measurements you will be very versatile to model almost anything. Ramp models are typically 5'7" to 6' tall and an extremely thin size with 32-35" bust, 22-25" waist and 33-36" hips.

You don't need to be beautiful in the classical term. You should have a well-toned and proportioned body with a thin face, good skin and beautiful hair. Always provide very accurate measurements to the agency and model coordinators. (just imagine you get hired for an assignment and the clothes don't fit!). For men heights should be 5'11" to 6'2" and you must fit in a 40-42" jacket.

Job Opportunities

Did we tell you that modelling is not a job? Well, it's a lifestyle. You could start off as a freelancer. It therefore, becomes very important that you make and maintain the right contacts.

Your clients would include:

• Advertising Agencies
• Corporate Film Makers
• Film Producers
• TV Programme Makers
• Event Organisers
• International Agencies
• Fashion Designers & Institutes
• Music video makers

Money & Other Benefits

So you actually waited till you got here. Good.

The models on the ramp are the best paid. In the beginning it is Rs 3,000 per show. But once you are famous, you may charge anything between Rs. 20,000 to a cool Rs 1,00,000 per show.

What's more, once you have established yourself in the field you can command as much as Rs 50,000 or more for a single fashion show or shoot. The top models charge a cool Rs 1,00,000 for a show, Rs 5,00,000 for a print or television campaign.

Career Prospects

Modelling is a short-lived career and not a steady one. You must have the ability to reinvent yourself. Most models pursue a second line of interest, which they could fall back on later stage. Take Gautam Kapoor for instance, who launched his own line of clothing by the brand name Gomzi. Or Meher Jesia who launched her own model co-ordinating agency called Face One. Of course you could choose the next best option of joining Bollywood, which seems to be the trend now.

Winners of beauty contests, in particular the Miss India contest, are also expected to sign a contract with the sponsoring company as a part of their acceptance of the title and thus have their careers laid out for them.

For a good break you got to have a strong portfolio of pictures in various moods and outfits. Consider this as a sound investment, as its quality can make or break your career.

And last but not the least, never ever take rejection as failure. If one client rejects you there will be ten others who would want you to work with you. Keep trying and never give up. Follow your instincts.

Musician

Music has been around since the beginning of time. Since there can be no music without musicians, their place is virtually assured.
Classical music is engraved in Indian culture. So much so that in southern India learning music and dance is a part of the growing up process. This helps in inculcating a sense of appreciation for music at a very early age.
Besides, music has other advantages as well. It soothes the mind. It is a kind of meditation, of establishing oneself with one's inner core. Other advantages include developing a good memory, opening one's creativity and disciplining the mind. Lastly, it is an excellent exercise for the body.
Musicians are a broad group of artists who play musical instruments, sing, compose, and arrange music in a variety of settings, solo or in groups. There are various forms of music such as Classical, Hindi pop, Western and Instrumental. Classical music can be divided into Hindustani music, karna tic, konkani, Tagore, Kayal, Kawali, etc. Western music includes forms such as Rock, Jazz, Country, Reage, Blues and Pop. Instrumentals include people who play any of a wide range of Indian or western instruments such as tabla, violin, sitar, harmonium, veena, mridangam, sarod, drums, persussions, guitar, piano, keyboard, saxophone, trumpet, etc. Musicians perform before live audiences or record in music studios.

Musicians also include artists who sing both classical or western, lend their voice for film songs, sing ad jingles, teach music in schools and colleges, sing at bars and nightclubs, or travel along with a band.

Music is a very demanding field. Most musicians spends a lot of time practicing and rehearsing. "You have to constantly better your best, for you're only as good as your last performance," says Amay a budding tabla player. Musicians also spend a substantial amount of time on the road, traveling to and from performances, or just seeking work.

Composing film music, playback singing and advertisement jingles and performing for the electronic media are some of the other options. One also needs to remember that in every sphere of music, be it playback, classical (vocal or instrumental) or semi-classical or light music, competition is stiff.

Most musicians work at small clubs, churches, weddings, birthdays and bars while waiting for that big break.

It's a tough field, but those in it usually feel an inner compulsion to play and share their music, so much so that they're willing to sacrifice a lot. Some lucky musicians and a few pop artists-make a living at their profession. Very few become rich and famous - Shankar Mahadevan, Sunita Rao, Zakeer Hussain, Pandit Bhimsen Josi, Anu Mallik and Alka Yagnik are just some examples. But most are happy just to be able to play for an audience once in a while.

Requirements

The road to becoming an accomplished musician starts at a very early age and involves rigorous study and training. For the singer, training begins when the voice matures. And it never ends. Most other musicians start to play their instruments very early in their lives.

Talent, persistence and excellent mentors are the keys to becoming a good musician. Because live audiences and auditions are a fact of life for musicians seeking to establish a reputation or find a niche, they must be able to deal with their anxieties and deliver a quality performance in front of any number of people. Musicians face rejection some time, but the most disciplined maintain confidence in their abilities; they can never allow themselves to become complacent if success is the goal.

Self-discipline is vital to the success of any musician, so practice and rehearsals continue to take up the greater part of the day. Working as part of a team is essential. One should learn to respect accompanists; they are artistes in their own right. One should also learn to accept criticism in the right spirit. Music is an expression of an emotion and there is bound to be more than one reaction to a concert, and not all reactions could be flattering. One should know how to take bouquets and brickbats with equanimity. A friendly and easy personality goes a long way in establishing and maintaining contacts.

Some musicians enter into private study with a highly reputed 'guruji' under the guru shishya parampara, while others pursue a formal training programme at a college or university, gaining a degree in music or music education.

Major universities in India offer a Bachelor's degree after successful completion of the standard 12 or an equivalent, which is five years long. There are facilities available for postgraduation too, which is a two-year course.

Almost every state has institutions for professional training in music. Some of the institutions are recognised or are affiliated to recognised bodies such as the Prayag Sangeet Samiti in Allahabad.

The Department of Culture (under the Ministry of Human Resource Department) awards scholarships for advanced training to deserving candidates. Besides, private bodies too aid through scholarships for advanced training in music.

Job Opportunities

There are openings for talented and qualified artistes in radio, television and government departments of culture. Appointments are based on auditions and screen tests, as well as qualifications. There is plenty of scope in private channels.

Opportunities exist in schools and colleges as part-time or full-time teachers. Private music teachers also do quite well. If money is the consideration, playback singing and ad jingles fetch good money.

Established artistes earn very well by giving concerts. Artistes are now being invited for tours to foreign countries. Apart from the experience, there is good money in foreign concert tours.

Some musicians find music-related jobs as songwriters and even music therapists. Musicians with vast technical knowledge may find an opening in the specialised area of instrument repairs and tuning. They may also find jobs as music critics and disc jockeys. Those who enjoy the business side may become concert managers, music industry executives, and publicists. Some go into the sales and marketing of musical instruments and record store management.

However, lucrative recording deals and a place in the limelight will continue to elude many of even the most gifted artists. As it is often not talent but public relations that guarantees success, talented musicians will have to invent ways of selling themselves and their music to the public. Musicians able to compose, play several instruments, and arrange will find more employment opportunities open to them.

Money & Other Benefits

Money in this field depends on your reputation and standing in the industry. Well-known playback singers get anywhere from Rs 30,000-1 lakh for a single recording. Ad jingles pay in the range of Rs 15,000-30,000 for an ad.

Instrument players like the sitar, veena, guitar and tabla get anywhere from Rs 5,000-50,000 for a concert.

Career Prospects

Music as a career option has some limitations. But for those with talent and the right approach will be able to sustain. With the opening up of the entertainment industry the opportunities for musicians today is definitely looking up. There is scope for employment with television, radio and the music industry. But there is a possibility that you might have to supplement your income by working as part-time teachers in schools, colleges or institutions.