The diffusion of television in India
Singhal, A.; Doshi, J.K.; Rogers, E.M.; Rahman, S.A.
Media Asia 15(4): 222-229
1988
ISSN/ISBN: 0129-6612 PMID: 12342307 DOI: 10.1080/01296612.1988.11726293Document Number: 361657
Between 1980 and 1987, the number of television sets increased by 10 times in India. Television now reaches an audience of about 800 million, 10% of the population. 3 main reasons account for the rapid diffusion of television in India: the role of communication satellites in expanding access to television signals, the introduction and popularity of soap operas, and the increasing revenues to the national television system (Doordarshan) from commercial advertising. Hum Log, the 1st soap opera on the national network, was patterned after pro-development soap operas in Mexico and addresses social issues such as family communication, women's status, small family size, national integration, dowry, and alcoholism. The main lesson from the Hum Log experience was that indigenous soap operas can attract large audiences and substantial profits. A 1987 household survey indicated that television ownership is more common in urban areas (88% of households) than rural areas (52%) and among households with incomes above RS 1500 (75% of television owners). The commercialization of Indian television has precipitated a policy debate about television's role. Supporters of further expansion of television services cite popular will, the potential to use this medium for educational development, high advertising incomes, the ability of satellite television to penetrate rural areas, and high government expenditures for television broadcasting. On the other hand, detractors of the commercialization policy argue that television promotes consumerism, widens the gap between the urban elite and the rural poor, disregards regional sociocultural norms, and diverts funding from development programs in areas such as health and education.