- By Hafsa Naeem, Sumayya Shahid, Waniya Khan & Mohammad Hamza
FROM VISION TO REALITY
The Evolution Of Department Of Mass Communication
By Hafsa Naeem, Sumayya Shahid, Waniya Khan & Mohammad Hamza
The Department of Mass Communication at the University of Karachi, now the Dr. Feroze Ahmed Institute of Mass Communication, has been a cornerstone of media education in Pakistan since 1955. Initially established to cater to the needs of the national press, the department has continuously innovated and adapted.
Over the years, various chairpersons have advanced the department’s standing through specialized programs, enhanced curriculum, and partnerships with industry stakeholders. Each chairperson has contributed uniquely, building a legacy of academic excellence and innovation.
The allotment of a dedicated radio frequency early on significantly bolstered the department’s role as a central hub within the university, enhancing its capabilities and influence.
Launch of Digital Media Marketing
Under Prof. Dr. Asmat Ara’s leadership, the department has seen significant developments. The launch of the pioneering four-year B.S Digital Media Marketing program on December 8, 2023, stands out. This initiative, attributed to Vice Chancellor Professor Dr. Khalid Iraqi, sets the University of Karachi apart from institutions offering degrees solely in digital marketing.
Prof. Dr. Asmat Ara emphasized this distinction, stating,
“Everyone around the country is providing degrees in only digital marketing, but the University of Karachi is the only one that launched a digital media marketing degree program. This innovative program integrates content creation with digital marketing skills, addressing the evolving needs of the industry.”
Digital Lab
This innovative program leverages the department’s resources, including a radio station and TV studio, to provide hands-on experience in content creation. The curriculum offers a balanced mix of courses focusing on both content creation and digital marketing. Prof. Dr. Asmat Ara explained,
“The degree program consists of two types of courses: different courses about how to create content and, after that, multiple courses about digitally marketing that content.”
This dual focus addresses a critical industry need for professionals adept in both the creative and technical aspects of digital media.
Radio Room
The program’s launch was celebrated at Sarwar Naseem Hall. The vice chancellor, Prof. Dr. Khalid Iraqi, addressing attendees, highlighted the essential role of technology in today’s rapidly evolving world. He emphasized the importance of digitalization for global outreach and praised the faculty for introducing this forward-thinking program, aligning with the university’s commitment to technological advancement.
The Vice chancellor shared,
“University of Karachi is frequently introducing new degree programs, and in the last three to four years, we have launched BS in Poultry Science, BS in Public Health, BS in Human Nutrition and Dietetics, BS in Medical Laboratory Technology, and BS in Sports Business Management in 2023”
TV Room
The new degree program is not just an academic offering; it responds strategically to market demands. Industry professional Mr. Asif Iqbal, with 22 years of experience, emphasized the growing influence of digital media in his speech at the inauguration.
He noted that digital media marketers and bloggers are now in higher demand than traditional media professionals, reflecting a significant shift in the media landscape. This insight underscores the program’s relevance and potential to equip students with the necessary digital media skills.
The program also aims to foster entrepreneurial skills among students. Prof. Dr. Asmat Ara expressed optimism that the Digital Media Marketing degree would encourage students to become content creators and entrepreneurs, contributing to the digital economy.
The department has also established an advanced computer lab through a strategic partnership with K-Electric, enhancing the department’s educational and operational infrastructure.
This initiative is part of a broader vision for the department’s future. She also announced intentions to introduce new programs in Film Studies and Theatre in the coming years In Sha Allah. These developments reflect a proactive approach to curriculum enhancement, ensuring the department remains at the cutting edge of media education.
The introduction of the Digital Media Marketing degree program marks a significant milestone in the department’s evolution. It addresses current industry needs and prepares students for the future, equipping them with a comprehensive skill set that blends creativity with technical proficiency.
This forward-thinking approach positions the University of Karachi as a leader in media education, setting a benchmark for excellence and innovation in the field.
As the Department of Mass Communication continues to grow and adapt, it remains committed to its foundational goals of providing high-quality education and responding to the evolving media industry’s needs.
The launch of the Digital Media Marketing program reflects this commitment, showcasing a strategic vision that is both responsive to current trends and anticipatory of future developments.
This program, with its integration of content creation and digital marketing, is poised to produce a new generation of media professionals ready to lead in the digital age.
