7.2.3. Television

Television programming was introduced experimentally in India to promote rural development as early as 1959. Later, the Satellite Instructional Television Experiment (SITE) broadcasted directly to community viewers in the rural areas of six states between August 1975 and July 1976.

In 1959, India started experimenting with television as a way to help rural areas develop. This initiative aimed to provide education and information to communities. A significant program called the Satellite Instructional Television Experiment (SITE) took place from 1975 to 1976, where television broadcasts were sent directly to six states, reaching community viewers. This marked an essential step in using television as a tool for rural development.

Think of television as a teacher that travels to different villages, bringing lessons to students who may not have access to schools. Just like a teacher can change lives with knowledge, these broadcasts aimed to open up new horizons for rural communities by imparting valuable information.

Meanwhile, television stations were set up under Doordarshan in four cities (Delhi, Mumbai, Srinagar and Amritsar) by 1975. Three more stations in Kolkata, Chennai and Jalandhar were added within a year.

As television began to develop, government-run stations called Doordarshan were established in major cities. By 1975, there were four stations, and within a year, three more were added. This expansion was crucial for growing the television network and ensuring that diverse content could be produced and broadcasted across different regions of India.

Imagine starting a new school in several neighborhoods. At first, you open a few schools in larger towns, and then as demand grows and funds allow, you start more schools in surrounding areas. Similarly, the government recognized the need for more television stations to meet the growing interest in television programming.

Every broadcasting centre had its own mix of programmes, comprising news, children’s and women’s programmes, farmers’ programmes as well as entertainment programmes.

Each television station in India catered to the interests and needs of its local audience by providing a variety of programs. This included news updates, entertainment, as well as educational content aimed at children and women. By addressing the needs of different demographics, the programs were able to engage a wider audience.

Think of a restaurant that offers a wide menu with options for every type of eater—vegetarian, vegan, meat-lovers, and even kids. Just like the restaurant makes sure everyone has something they like, television programming ensured that everyone could find something informative or entertaining to watch.

As programmes become commercialised and were allowed to carry advertisements of their sponsors, a shift in the target audience was evident. Entertainment programmes grew and were directed to the urban consuming class.

With the introduction of advertisements, television programming began targeting urban viewers who had disposable income. This shift signaled the start of a more commercial approach, prioritizing entertainment content that appealed to wealthier audiences. As a result, the nature of the shows changed, reflecting the interests of urban consumers rather than rural communities.

Consider a shopping mall that starts to cater to an affluent crowd by featuring high-end brands instead of local shops. Similarly, television shifted focus to attract urban viewers with more commercial and entertaining content, moving away from educational programming aimed at rural populations.

The advent of colour broadcasting during the 1982 Asian Games in Delhi and the rapid expansion of the national network led to rapid commercialisation of television broadcasting. During 1984–85, the number of television transmitters increased all over India, covering a large proportion of the population.

The introduction of color broadcasting at the Asian Games in 1982 was a significant milestone for Indian television, enhancing viewer experiences. Following this, between 1984 and 1985, the number of transmitters increased, broadening television coverage and reaching more households. This growth played a critical role in both commercializing content and expanding viewership.

Imagine a small pizza shop becoming popular for its quality pizzas. As it gains more customers, it upgrades its ovens and expands its delivery radius to serve even more people. In the same way, the introduction of color broadcasts and more transmitters allowed television to reach greater audiences and enhance the viewing experience.

It was also the time when indigenous soap operas, like Hum Log (1984–85) and Buniyaad (1986–87) were aired. They were hugely popular and attracted substantial advertising revenue for Doordarshan.

During the mid-1980s, popular soap operas like Hum Log and Buniyaad emerged on Indian television. These shows captured the audience's attention, leading to significant advertising revenue for Doordarshan. The popularity of these soaps showcased viewers' growing preference for engaging, relatable narratives over purely informational content.

Think about how a favorite show can draw in millions of viewers, much like how a blockbuster movie fills theaters. These soap operas became the television equivalent of a hit movie, bringing in not just viewers but also advertisers eager to reach those same audiences.

Today, the situation of the television industry is like this — the Annual Report released by TRAI for the year 2015–16 clearly stated that India has the world’s second largest TV market after China.

The television industry in India has grown tremendously over the years and, as of 2015-16, it ranks as the second largest television market globally, following China. This growth highlights how integral television has become in India, offering diverse programming and services to millions of households.

Consider a thriving marketplace that fills with people every day; the bustling activity reflects the community’s engagement. Similarly, India’s television market represents a vibrant and saturated landscape where countless viewers engage with the programming offered, just like they would in a lively marketplace.

As per industry estimates, as on March 2016, of the existing 2,841 million households, around 1,811 million have television sets, which provide services of cable TV, DTH and IPTV, in addition to a terrestrial TV network of Doordarshan.

By March 2016, the data showed that out of the total households in India, approximately 1.8 billion had television sets. This statistic underlines the significant penetration of television into everyday life, revealing its importance as a source of information and entertainment in urban and rural settings alike.

Think of how smartphones have become essential tools for communication and access to information for people today. Just like smartphones, televisions have integrated themselves into homes, serving as vital conduits for entertainment and news, connecting families and communities in their daily lives.

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