TV and globalization in India: An overviewBy

Anuradha Deb


In  India TV  is  still  enormously  significant. The  overwhelming  growth  of  digital  media  or to  be  more  specific,  social  media  still  cannot  drown  the  hunger  for  melodrama  flashed through  the Indian  tv sets every day and night.  According  to  the  KPMG  reports, the industry growth size is estimated  to  be  474.8  million  INR  in  the  year  2014  and  is  expected  to grow  to  631.2  million INR  by  2016. The  Advertising  revenue   generated  by  Indian  television  in  the  year  2014  consisted  of  37  percent  with  a  growth  rate  of  14.2  percent  from 2013. Television  viewing  now  continues  to  be   the  dominant  activity  for  the  majority  of  the  population  not  only  in India  but  all  over  the  world,  with  statistics  suggesting  that  each individual  in  the  UK  consumes  tv  programs  to  roughly  three  hours  a  day  and  in  US  it  is  estimated  to  be  somewhere  close  to  6  hours  a  day  a  tv  set  is  likely  to  be  kept  on (Macionis  and  Plummer  1998). In  India  tv  viewership  is  easily  2  hours  a  day  (FICCI-KPMG).  Between   1995  and  2003  there  was  a  50 percent  rise  in  TV  ownership  in  India, 33  percent  in  China  and  Indonesia,  25  percent  in  Thailand  and  Malaysia. As  whole,  Asia is  expected  to  increase  its  TV  ownership  to  500  million  households  and  more,  making  the region  three  times  as  large  a  tv  region  as  Europe. China  with  its  huge  population  as  well holds  the  potential  to  be  the  most  lucrative  single  nation  for  television  advertisers  with  as  many  as  900 million  tv  viewers  even  during  the  year  1995. (Balnaves 2001). 


TV region, New Global Order, Participatory Democracy, Global alliances

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