Training Module

Training Module for current batch of IIS Group A Officers  from 7th January 2013 to 4th October 2013.

Phase I (Months 1 to 3)

• Lectures, Seminars,Workshops, Field Study, Assignments

Phase II (Months 4 to 6)

• Lectures, Seminars, Workshops, Field Study, Assignments
• FTII Attachment
• Parliamentary Attachment

Phase III (Months 7 to 9)

• Lectures, Seminars, Workshops, Field Study, Assignments
• Attachment at private TV/Radio Station
• District Attachment for Research Project
• NGO Attachment at home station
• Bharat Darshan

 

Introduction

Officers of the Indian Information Service, Group ‘A’ join the Government after appearing for the prestigious Civil Services Exam. However, the content of the Service differs dramatically from other Civil Services. An IIS officer has to walk a very thin line between being a government servant and a private practitioner of mass communication. At different stages in his/her career, an IIS officer is expected to manage a newsroom, a public relations portfolio, a newspaper, magazine or book, advertising as well as visual publicity. As with other Group ‘A’ services of the Government of India, the Indian Information service is broadly shouldering responsibilities of a managerial nature in the field of media and communication, with all-India transfer liability.  Training of IIS officers thus needs to encompass aspects of the media and communication requirements of the Central Government that the officers will manage during their career.

As per the Personnel Policy of the Ministry of Information & Broadcasting (Annexure I), IIS officers have a two-year training programme, including three months at the National Academies, nine months at the Indian Institute of Mass Communication, New Delhi and one year On-the-job training. After undergoing a Foundation Course at the National Academies, Officer Trainees (OTs) join at the Indian Institute of Mass Communication, IIMC for professional training where they are led through a programme that includes theoretical orientation, skill enhancement and an overall personality development. At the end of the first year of training, OTs are expected to know and understand not only the Indian media and communication industry but also be able to demonstrate their skills in media technology and have a clear concept of the underlying forces that are shaping the media-scape today. Besides, a clear understanding of government functioning and process is a must to enable OTs to meet the challenges of governance in this multi-multi-media world. The main objective of the training is to create a cadre of officers who are excellent Media Managers and Information Advisors; effective public communicators and PR professionals; good Public Service Broadcasters and IEC & Social Marketing experts.

Keeping the above in mind, the course has been structured so as to give an overview of all related fields, with practical inputs, hands-on training and classroom sessions. The course is divided into ten papers which will form the core of the training, besides outstation and in-station attachments (Annexure II)

Objective of the Course

• The main objective is of equipping the Officer Trainees with knowledge and skills to manage efficiently and professionally communication and media products, services, and organisations/departments
• To provide in-depth knowledge of how markets are organized in each of the major segments of the media industry(publishing, broadcast, movies and the internet)
• To develop a critical understanding of contemporary social, cultural and economic processes and to relate these to the rapid and ongoing transformation in the media and communication fields across diverse sectors.
• To orient the Officer Trainee to the various theoretical frameworks of communication, to understand these changes
• To provide hands-on knowledge of the practical usage of communication technology,
•  To critically analyze the government’s role in the context of media, across the spectrum, with thorough knowledge of government processes in administrative and financial matters.
• Presently IIS Group A 2011 and 2012 batches are undergoing training for them following orientation course has been meant.

Orientation Course in Communication and Media

Group A IIS Officers

07 January 2013 – 04 October 2013

Indian Institute of Mass Communication

Course Contents

Paper I: Communication Concepts and Feedback Strategies

Paper II: Interpersonal and Visual Communication

Paper III: Print Communication

Paper IV: Broadcasting Tools and Techniques

Paper V: Advertising, Media Planning & Public Relations

Paper VI: Web and Mobile Communication

Paper VII: Government & Media

Paper VII: Development and Communication

Paper IX: Government Functioning

Paper X: Media Management