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Roles for the restless

Newspapers, television, movie-making, Internet — growth beckons India's media and entertainment industry with jobs to match, reports Radhieka Mittal.
Hindustan Times | By Radhieka Mittal
UPDATED ON JUL 24, 2007 06:41 PM IST

Newspapers, television, movie-making, Internet — growth beckons India's media and entertainment industry with jobs to match. And the most striking feature of the industry as an employer is that the youth is its largest consumer as well as the largest supplier of manpower. One can even get a sense of the industry's growth prospects from a slice of its demographics. "The largest consumers are the youngest citizens. And with the consumption levels (in India) far below the global average, and with increased spending power, there is significant catching up to do," says Sharad Vishvanath, India leader (analytics) at Hewitt Associates.

If you are still not convinced, maybe these numbers would help. The industry, sized at a little more than Rs 300 billion in 2004, grew to Rs 436 billion in 2006. FICCI expects it to touch Rs 1 trillion by 2011, growing at 18 per cent a year. FICCI secretary general Amit Mitra says, "This is one of the fastest growing sectors, and is projected to grow even faster than manufacturing."

Shiv Aggarwal, CEO of ABC Consultants, says, "Cinema, music and television are raking in moolah like never before. The Internet has boosted their reach and profitability, and the mobile phone has revitalised the dying music industry." And this convergent growth has thrown up a large demand for skilled manpower.

Parking spaces

The knowledge management division of ABC Consultants estimates that the sector's manpower demand has grown ten folds in the last two years. "4,500-5, 000 jobs will be created just in the western region of the country, across sectors and levels. This could double when the large companies move to Tier 2 cities like Surat and Baroda," estimates Pratik Thakkar of Ma Foi Consultants. TV channels alone would need 10,000-12,000 entry-level recruits in the next 2-3 years, according to ABC Consultants.

Kunal Dasgupta, CEO of Sony Entertainment Television, however warns that a placement agency is not the way to go about while trying to get in. "The industry is very fragmented and 80 per cent of hiring is done through peer networks, and not HR agencies," he says.

Tapas Chakravarti, MD and CEO of DQ Entertainment, says some of the areas of employment would also need new skills. He expects around 5,000 new job opportunities in three-dimensional design and animation in 2007 alone.

The demand is already pushing up salaries. The Hewitt Salary Survey projects an overall increase of 13.7 per cent in the industry this year.

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