In this age of information technology, it is the Media that provides the connectivity for each one of us with the rest of the world. With the explosion of digital technology in the recent past – the internet, e-publishing, digital cinema, satellite TV and the mass distribution of digital media – and the future of a global Wireless Networking looming around the corner, the people are connected with each other like never before. But an equal progress is yet to be made in the quality of the information exchanged, and the possibilities in mass communication yet to be explored and utilised to its full potential. Moreover, the technology must always be supplemented with proper training of people in utilising it for the progress of the individual as well as the society.

There has been currently a boom in the Indian media as well. Hours and hours of media content is being developed and produced to cater to this boom. However, the current trend is to focus too much on the negative issues in the form of sensationalism and vulgarity and the exhibition of baser realities of life in the name of being realistic. There is also an attempt to bring everything down to the level of mass entertainment and mass enjoyment. Needless to say, it lacks in the positive and creative usage of the media in dealing with the higher and deeper aspects of life. While this trend is apparently effective in raising issues of concern to all, it fails to provide the hope and thrust needed to overcome these issues.

With the advent of digital technology, information and its creations have come out of their exclusivity and also become relatively cheap and more accessible to all. More professionals are falling into the trap of repeating in a different form what is already established and trying to cash in on that. This has led to a lack of originality and innovative utilisation of resources and technology to create trend-setting and refreshing software. On the contrary, in trying to cater to the popular demands, software of mediocre content glossed with gimmickry is produced on a wide scale.

The mass media should be, not just a platform for entertainment and recreation but also an educator of the past on which we stand, a just and judicious reflector of the present conditions, and a sunny indicator of the path leading to the realisation of a high future vision. We need institutes of mass communication which function as places of high aesthetic creativity, employing the most modern technology. We at SAIMC make a sincere effort to transfer the knowledge of aesthetics and technology of today while keeping in mind the real public demand of originality and innovation.

SAIMC attains this objective by creating a right blend of theory and practical in the curriculum. Live projects and internships assume as much importance as theory classes here. Regular assessment and feed back is an integral part of the student-guide relationship and is taken seriously by both. Our students are hand picked to ensure quality. The equipment, technology, infrastructure and technical assistance employed is world class and are constantly being updated.

SAIMC adds value to the learning process by encouraging the students to dare creatively and develop and produce innovative content while at the same time learning the classical formats and new technology. Importance of research is emphasised and various techniques are exercised. Originality and out of the box thinking is promoted while students do their projects, thus helping them to imbibe a spirit of courage to experiment and be innovative.

Media is a very dynamic industry. The pressure is too high on the professionals to maintain deadlines, work for extended hours and yet be creative and innovative on the one hand and cater to the popular demands on the other. This dichotomy often leads them to a blur of vision and stunts their creativity. The outcome is stress and frustration.

SAIMC is a small effort to address these needs: In consistence with the vision of Sri Aurobindo and the Mother, workshops and classes are held to align the body, mind and soul of the students and raise their level and capacity of consciousness to be able to handle day-to-day stresses and strains of the industry while being a successful media professional with social responsibility. Yogasanas, concentration skills, breathing exercises and creative block removal techniques are taught to the students so that they can utilise them whenever they need it during their lifetime.

Regular interaction with various professionals from the industry who have made a difference, are arranged for the students to get the right kind of inspiration and to make the successful plunge into the market. The students are also encouraged to develop a positive outlook on aspects pertaining to issues of human interest. This is done with the belief that these professionals will help the nascent Indian infotainment industry to evolve into a mature and responsible segment in the world and is at par with global standards.