There is one written paper of two hours duration carrying 100 marks and Internal Assessment of 100 marks. The paper consists of two Sections, A and B. Section A consists of compulsory short answer questions covering the entire syllabus. Section B consists of questions which require detailed answers. There is a choice of questions.

1. Communication

(i) Principles of Communication

A brief understanding of the following, with examples: irreversible, multi-purpose, interactive, Transactional, Punctuated

(ii) Barriers/Noise in Communication

A brief understanding of the types of barriers in communication, with examples: Physical, Psychological, Semantic, Organizational, Cultural.

(iii) Overcoming the barriers/noise in Communication

Understanding the audience and the context; Selection of the appropriate communication channel; use of appropriate language; formulation of the message according to the specific objectives; message must be coherently structured; ensure proper feedback and feed forward

A brief understanding of the above with examples.

(iv) Effective Communication – 7Cs

A brief understanding of the 7Cs of Communication: Clarity, Conciseness, Concreteness, Correctness, Coherence, Completeness, Courtesy.

2. Print Media and Design

(i) Anatomy of a Newspaper and Magazine.

A brief understanding.

(ii) Elements of a Newspaper

A brief understanding with examples of: Masthead, Teaser, Headline, Banner, Byline, Lead/intro, Lead photo, Caption 

Imprint line and advertisements.

(iii) Principles of Design

A brief understanding of Balance, Proportion, Sequence, Unity, Repetition and variety and Emphasis, with examples.

(iv) Concepts of Page making

A brief understanding of page weighting, use of space, colour and typography, with examples.

3. Photography

(i) Importance of photography in Newspapers and magazines.

(ii) Photo Editing

Perspective; composition: the rule of thirds; cropping; colour correction: brightness and contrast; Image file formats: BMP, JPEG, PNG, TIFF

A brief understanding of the above with examples.

4. Television

(i) A brief history of Television.

Eras of television broadcasting: Black and White; Colour; Digital.

(ii) Characteristics of Television.

An understanding of television as a medium: audio-visual medium; live medium; mass medium; domestic medium; transitory medium and expensive medium.

(iii) Types of Television.

A brief understanding of different types such as:

  • CRT, Plasma, LCD, LED and OLED,
  • SD, HD & UHD
  • Smart TV

(iv) Television Broadcasting in India.

Television broadcasting in India from 1959 to present times to be done briefly.

(v) Types of Television Broadcasting

A brief understanding of different types of television broadcasting such as: terrestrial, cable, satellite/DTH, IPTV and online broadcasting.

5. Integrated Marketing Communications - IMC

(i) A brief understanding of IMC; benefits of IMC.


(ii) Direct Marketing.

Definition of direct marketing; Marketing Mix – 4 Ps: a brief understanding of Product, Price, Promotion and Place.

(iii) Internet Marketing.

Definition; Internet as an IMC tool; Interactivity; Advantages and disadvantages of internet marketing.

(iv) Sales Promotion.

Definition; types: consumer oriented and trade oriented; uses of Sales Promotion.

(v) New ways of Advertising.

Cross promotions, convert advertising and merchandise

(vi) Public Relations.

Definition; Role of Public relations: build a brand image, prepare feedback which allows for improvement, generate goodwill, evaluate and monitor media tools, aid in advertising and sales promotion, crisis management.

(vii) Difference between Public relations and Advertising.

A brief understanding.