IFTRC Starts New Media Researches
Joined: 10 April 2009
Posted: 07 June 2010 at 7:24am
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International Film & Television Research Centre (IFTRC) is the first
film and television research centre in the private sector in India. It
is affiliated with Marwah Studios and Asian Academy of Film & TV
located at Noida Film City.
"Mass Media is known to shape thought,
change attitudes and move people to action. The potential of film for
facilitating development or damaging the society is indeed enormous. The
same can be said for power of television in shaping peoples lives" said
Prof. Harshvardhan, Vice President of IFTRC.
"Communicating to the
audience is a challenge. Communicator not only must know what to
communicate but also how to communicate to be able to influence the
audience who possess diverse character. The effective communicator
cannot rely on hunches and intuition to capture and hold the attention
of the mass-audience." said Sandeep Marwah, President of Marwah Studios a
Creative Enterprises "He has to interact with the audience to seek
their input." Marwah added.
International Film & television
Research Centre (IFTRC) will address itself to this complex task of
conducting research with the audience on programming and its
effectiveness. It will encourage and popularize the concept of mass
media and will train media researchers to aid better TV programming and
IFTRC is working with aims like :advancement of Film and
Television productions, raising of professional standards of film
making and television production, creating awareness about responsive
and responsible film and TV production, continuing review of
professional codes and ethics set by the professional and regulatory
bodies for film-makers and television training, arranging scholarships,
awards, facilitating attachment to film and television production houses
for the purpose of research, conducting short term and long term
training courses on media research, organizing debates, seminars,
symposia and workshop on various subjects relating to film and
television, publishing papers, reports and books relating to research on
film & television and launching a journal of Media research.
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