7.3.2. Television

In 1991 there was one state controlled TV channel Doordarshan in India. By 1998 there were almost 70 channels. Privately run satellite channels have multiplied rapidly since the mid-1990s. While Doordarshan broadcasts over 35 channels there were about 900 private television networks broadcasting in 2020.

Initially, in 1991, the Indian television landscape was dominated by one state-run channel, Doordarshan. However, by 1998, the number of television channels had skyrocketed to nearly 70. This rapid increase is attributed to the rise of privately owned satellite channels, particularly noticeable from the mid-1990s onward. By 2020, Doordarshan had expanded to offer over 35 channels, while private networks had exploded to approximately 900.

Imagine a small shop that sells only one type of product, like a local grocery store. As more people demand variety, the store starts bringing in more products from different suppliers. This is similar to how Doordarshan started as the only channel, and with growing demand, many private channels were introduced, akin to many shops opening up to offer a variety.

The staggering growth of private satellite television has been one of the defining developments of contemporary India. In 2002, 134 million individuals watched satellite TV on an average every week. This number went up to 190 million in 2005. The number of homes with access to satellite TV has jumped from 40 million in 2002 to 61 million in 2005. Satellite subscription has now penetrated 56 percent of all TV homes.

Satellite television has dramatically changed the viewing habits of the Indian population. By 2002, about 134 million people were watching satellite TV weekly, and by 2005, this number jumped to 190 million. The growth was not only in viewership numbers but also in the number of households with access to satellite TV, increasing from 40 million in 2002 to 61 million in 2005. This growth indicates that satellite TV reached 56% of all homes with televisions, showcasing a shift in the media landscape.

Think of satellite television like a new app on a smartphone. When the app first launches, not many people use it. However, as more people discover its features and share it with friends, its user base rapidly expands. Just like that app, satellite TV quickly gained popularity and reached a large segment of the population.

The Gulf War of 1991 (which popularised CNN), and the launching of Star-TV in the same year by the Whampoa Hutchinson Group of Hong Kong, signalled the arrival of private satellite Channels in India...

The Gulf War in 1991 had a significant impact on global media, popularizing CNN as a leading news channel. This paved the way for private satellite channels to enter the Indian market, notably Star TV, which launched in the same year. This event marked a shift from only state-controlled media to the inclusion of private media channels, fostering competition and diversity in content.

Consider how significant events can change markets—like how the launch of a popular smartphone influences other companies to innovate or enter the market. The Gulf War was a turning point that encouraged new channels like Star TV to emerge, similar to how new trends in technology push companies to adapt.

The coming in of transnational television companies like Star TV, MTV, Channel [V], Sony and others, made some people get worried on the likely impact on Indian youth and on the Indian cultural identity...

The introduction of international television companies into India raised concerns among some people about how these channels might affect Indian youth and cultural identity. However, these companies adapted their strategies by incorporating familiar cultural elements into their programming to better connect with the Indian audience. For example, Sony initially aired multiple Hindi films weekly before shifting to local content.

Think of it this way: when a popular foreign restaurant opens in a new country, they often add local dishes to their menu to attract customers. Similarly, transnational television networks adapted their programming to resonate with Indian viewers, easing concerns while embracing local culture.