In line with the officially laid out mission for the University of Management and Technology, the PhD program offered by Department of Media & Communication is geared towards developing future scholars and visionary researchers among academicians and practitioners. The central focus of PhD is media & communication study at this department of UMT is the description and scientific analysis of how human beings create, transmit, receive and respond to messages. Basically it focus on the receive and the analysis of the media messages, that can work in both the ways. Basically the objective is to create the innovative ideas among the students so that they can think over it in terms of research by developing rational and creative thinking and to further analyze it to contribute positively for the media industry of this state. By emphasizing on it students who will complete PhD from this department will be able to meet the new challenges of this era and respond effectively to solve the problems at the social and governmental level. As Marshall Maclon emphasize that it is the medium that important rather than the message.