Well, I agree with BB upon the difficulties faced by people while breaking into media and entertainment industry. Even if it's marketing or communication function of media industry, getting job is quiet a daunting task.
However, being an IT professional, if you could align your tech skills with marketing or Communication for that matters, it will definitely give you a good results. Every industry is demanding a professional with tech skills, so core function+tech skill can land you a good position.
But, but, but. Since you gave example of Schulich School and want to enter into media sector. I would say, go for the school or the country which actually aligns with media sector. Canada might be a good place for media industry, but the most known companies and opportunities in media sector are in either US or UK. So maybe studying in one of these countries might be more helpful.
Posted from my mobile device