Media for Quality Extension Services: An Explorative Study in Karnataka

The role of media education is undergoing rapid change today. Earlier conception was that a media aspirant need not be trained. Media education is no more in its infancy. The pre-globalisation era saw professionals without media education. However, due to technological innovations resulting in the rapid growth, media attained the status of an industry, redefining the priorities of media. Entertainment took an upper hand. Intricacies of media functioning have become complex and needs prior-prepared minds. Media consumerism and social health demands uncompromising quality of performance. Their early grooming is inevitable. Media education has contributed well to the industry. The contribution of a trained individual, who can lead media meaningfully, is significant. This article has the scope that envisages serious shifts in paradigm that define media education. The impact of media education is better realised by the public service media. The objective of this article is to reiterate the importance of media education in the era of increased consumerism and convergence. It will look out for impact of communication research to sense the pulse of the society. It also looks into the avenues of better coordination between the professionals and the media academicians