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The story of a new television
IT SEEMS strange to read about the onslaught of foreign channels on Indian television in early 1990s and the cultural and social transformation that followed it, from a foreign author. And it seems stranger, rather amazing to see that the author leaves a very little scope for further
debate on the topic, courtesy her intensive research on the subject and an honest and careful treatment. Meet Dr. Melissa Butcher, a Research Fellow at the Research Institute for Asia and Pacific, University of Sydney whose 320-page book "Transformational Television, Cultural Identity and Change: When STAR came to India", priced at Rs.370, has been recently published by Sage Publications, New Delhi. The book also throws light on economic liberalisation of early 1990s, accordingly new state policies and impact of a new television ambiance on youth.
Be it 1994 Miss World Pageant in Bangalore the telecast of which followed a-45 minute stylised Indian dances called Unity in Diversity, which was a prelude to a two-hour standard Miss World selection process, to pacify the likes of protesting women groups, Hindutva forces and their aligned women's groups that threatened to immolate themselves for "degradation of Indian women", or debates about redefining Indianness, and other such interesting details find mention in the book through nine chapters meticulously paragraphed and chronologically arranged.
Take for instance, she harks back to the Indian televised promotional series "Mera Bharat Mahan" created in 1980s that carried images of military, folk dances, flag and iconic figures as Gandhi, was reshaped in 1990s to include images of high-technology and international beauty queens, serious discussion about the "invasion from the skies", and apprehensions voiced over the Indian identity being transformed into something `foreign', Pepsi launching Azaadi Dil Ki (freedom of the heart) commercials and so on, all symbolising intake of a new `culture' with or without a pinch of salt. An interesting addition to her studies is interviews from Focus Groups, consisting of the students of Karnataka, Bangalore, Delhi, people from rural districts of Uttar Pradesh, and first and second generations villagers that throws light on how they reacted about the "invasion of a foreign element" in their homes and thoughts via cable. Just sample this: ... a student of Delhi says...
"There is very little than you can do in country like India... like, see and experience a lot more. But I would definitely come back to India. I wouldn't be able to live abroad... " or "we would like to listen to Baba Sehgal first as we do not understand what Michael Jackson says is saying." and lot more such observations, that somewhere expose the secret ambition of many age groups to know and experience the "Western element" but not admitting it publically!
For an Indian reader, the book might not come as a revelation but it makes an interesting reading altogether. Though lack of good pictures sometime fatigues the reading process. Most pictures in the book are black and white, and are of inferior quality
Dr. Butcher's toil of five years in penning this book down would be of much help to those in broadcasting industry, media and culture studies.
RANA SIDDIQUI
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