%0 Journal Article %A Syed Sultan Ahmed %D 2012 %J International Journal of Educational and Pedagogical Sciences %B World Academy of Science, Engineering and Technology %I Open Science Index 64, 2012 %T Media Pedagogy - The Medium is the Message %U https://publications.waset.org/pdf/2476 %V 64 %X The current education system in India is adept in equipping and assessing the scholastic development of children. However, there is an immediate need to strengthen co-scholastic areas like life-skills, values and attitudes to equip students to face real life challenges. Audio-visual technology and their respective media can make a significant contribution to a value based learning curriculum. Thus, co-scholastic skills need to be effectively nurtured by a medium that is entertaining and impactful. Films in general have a tremendous impact in our society. Films with a positive message make a formidable learning experience that can influence and inspire generations of learners. Leveraging on this powerful medium, EduMedia India Pvt. Ltd. has introduced School Cinema a well researched film-based learning module supported by a fun and exciting workbook, designed to introduce and reaffirm life-skills and values to children, thereby having a positive influence on their attitudes. %P 483 - 488