The First Bugle!

A letter to all prospective students from the Faculty in-charge.

Dear student,

Warm greetings to you!

It gives me great pleasure to try and convince you why after months of deliberation we at Amrita finally decided to pitch our tent amongst the scores of schools offering programmes in media and communication. Believe me, if we weren’t convinced about its need, we wouldn’t have risked our resources on a project such as this. So do spare a moment and read this carefully.

In recent times while communication industries have proliferated, communication schools have hardly kept pace with the enormity and diversity of such growth. Industry experts have been complaining against the declining quality of graduates coming from universities. They say, the cubs from schools don’t know much about the world they are talking to and much lesser about the world they are talking about. Clearly, the recent proliferation of media schools hasn’t helped the cause of professional merit.

At Amrita, we understand that students tend to excel in areas they are most interested in. Our search for excellence therefore begins with our programmes that provide students, unmatched choice, focus and flexibility.

To meet this objective, we are digging deep into the synergies offered by our sister institutions. The very highly ranked Amrita School of Business provides valuable academic inputs in the area of integrated marketing communication along with experts from the industry. In the field of television, we draw strength from associate organizations like Amrita TV, winner of 15 Kerala State awards last year for its news and entertainment programming.

Our students will have access to the university’s E-learning studios and state-of-the-art multimedia lab. Amrita has also put together VIDYA, a multi-disciplinary digital online text and video repository of the best possible research works undertaken. Thus, we are making sure that students joining our courses have adequate exposure to cutting edge digital technologies and opportunity to rub shoulders with the best in the media business.

Students coming out of Amrita’s programmes will also remain rooted to the ground, with modules on India, its land, people, culture, constitution, economy, resources and history. Besides conventional modules, a module on contemporary global society introduces students to the most famous philosophical interventions witnessed in recent times: from Noam Chomsky to Antony Giddens and from Amartya Sen to Francis Fukuyama and Manuel Castells.

But more important than all, our programmes blow the first bugle for a new generation of free thinking, energetic and confident individuals who choose to guide their destiny than be packed into predetermined pigeon holes.

With best wishes to all, I extend a warm welcome on behalf of the Amrita family.

Rakesh S Katarey

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