Are you interested in working with video games, computer animation or web design' Would you like to give your work the digital edge' If you want to address the challenging task of building brands, then digital media communications could be the right calling for you as it provides one-stop, comprehensive digital media solutions for all business communication needs.

Digital media blends technology and arts. Professionals in this field work in areas such as game design / programming, 3D modelling, web design / programming, digital audio and video editing. They present ideas in a visually captivating manner through the use of interactive digital media.

The target audience may be won over through e-brochures, multimedia presentations, promotional compact discs and business presentations. Multimedia solutions can be found with the help of professional insight and knowledge by using advanced interactive audio-visual tools.

What to do'

The digital revolution is shifting power from traditional media giants to the consumer. Most consumers now expect high quality interactive and eye-catching websites / audio / video productions. Digital media professionals design and maintain a variety of creative web sites and integrated multimedia solutions for small and medium businesses. Many companies are using video, audio and other interactive elements on their websites to keep customers coming back and to help sell their products and services.

Digital media professionals design graphics (motion, layout, navigation, 3D animation, logos, banners). They are involved with streaming media (audio / video, Flash, Windows Media, MP3, Real Media, QuickTime), identity design and corporate branding, digital content creation, music for websites, DVD and CD-ROM development (content creation, production, authoring and publishing) and programming (JavaScript, PHP, Actionscript, VB, ASP, My SQL, DB, Java, Forms, CGI, Pearl, XML). They also produce online forms (interactive / surveys / secure SSL / form validation and e-mail confirmations). Web design, hosting and maintenance (site management / web statistics / search submission, consulting) and website add-ons such as infomercials, ads, banners, videos, audio, animation and music are part of the work of a digital media professional.

What to study'

A lot of creativity is required to be a successful digital media specialist. Knowledge of advertising, graphics, art and design is preferable. A bachelors degree in multimedia or design helps although the level of education does not matter as much as your talent to design. You should be able to conceptualise, design and develop rich media products which have an enduring effect on customers.

What next'

There are excellent career prospects for 3D animators, modellers, background artists, web designers and 2D animation artists with TV companies, post-production studios, web and multimedia firms. Graphic artists, network engineers, Internet developers, network administrators, database technologists, content developers, research analysts and visualisers are also in demand.

Digital media design graduates can be employed in advertising, marketing, book and newspaper publishing, package design and exhibit design. Some of the positions held by digital media graduates include those of multimedia designer, web page designer and media specialist.

There are excellent opportunities for advancement to supervisory positions and even beyond. The challenge is to prepare yourself by upgrading your technical skills and knowledge by taking up higher-level programmes.

Cressanda Solutions, Dreamscape, Nextwave Multimedia, contentSutra and Tangerine Digital are digital media companies that can help you position your business for leveraging next generation information and communication channels.

where to study

• Centre for Development of Advanced Computing, Chandigarh.
• Central Systems & Technologies, Nagpur.
• Dhirubhai Ambani Institute of Information and Communication Technology, Gandhinagar.
• MUV Institute of Digital Arts, Chennai.
• NetGuru, Calcutta.