Development Broadcasting in India and Beyond: Redefining an Old Mandate in an Age of Media Globalization

By Fursich, Elfriede; Shrikhande, Seema | Journal of Broadcasting & Electronic Media, March 2007 | Go to article overview
Save to active project

Development Broadcasting in India and Beyond: Redefining an Old Mandate in an Age of Media Globalization


Fursich, Elfriede, Shrikhande, Seema, Journal of Broadcasting & Electronic Media


The advent of commercial satellite television has changed the media landscape in many Asian countries that primarily had state-run broadcasting systems. As a result, long-established broadcasters have been forced to reassess their role in a newly competitive market. This study examines the fate of one of the central practices of Third World media--the development model of broadcasting--in the face of an increasingly globalized and commercial media environment.

Specifically, this study of India's public broadcaster, Doordarshan (DD), explains how the broadcaster has been struggling to respond to transformations in the media environment. It details how its past mandate of development broadcasting has come under severe pressure as DD competes with many new satellite and cable channels offering audiences ever more choices. Beyond evaluating the Indian situation, this investigation challenges entrenched assumptions about the current demise of development broadcasting and proposes a new model of it in a competitive and globalizing media world.

Using the Indian broadcasting situation as an example has the advantage that this evaluation can be based on one of the most intensely studied media systems in the developing world. Numerous scholars have contributed to the analysis of the impact of media globalization and commercialization on Indian society and culture over the last 15 years (e.g., Crabtree & Malhotra, 2000; Manchanda, 1998; McMillin, 2003; Nanjundaiah, 1995; Rajagopal, 1996). Such in-depth work allows the authors to move a step further to a meta-analysis of these trends with regard to the impact on development broadcasting.

After an overview of the past and current situation of development broadcasting in general, DD's specific approaches to this type of broadcasting are analyzed. Findings show that DD's decision to compete with commercial broadcasters' offerings came at the cost of ignoring the constituencies and subjects it most needs to focus on. In trying to become a competitive player among the domestic and global channels, it has found itself financially challenged and, in many instances, in the role of a follower rather than a leader. The analysis then draws attention to some problematic assumptions and arguments shared in the scholarly debate surrounding its future. Finally, some solutions are proposed for an alternative model of development broadcasting. This study advocates a new type of development broadcasting that establishes a distinct brand with regard to content and identity and plays an important role in creating an informed citizenry.

Television and Development

Over the last 50 years the impetus for many third-world countries to venture into the cost-intensive development of an independent television system was driven by the perceived importance of broadcasting to national development. Starting in the 1950s and throughout the Cold War, both media scholars in the West and media planners in the third world justified and theorized the significance of broadcasting in the development process for an increasing number of countries gaining independence. In the United States, communication scholars such as Daniel Lerner, Wilbur Schramm (Lerner & Schramm, 1967), and Everett Rogers (1962) based in the dominant paradigm stressed that these new developing countries needed broadcasting to establish a sense of national identity and to support modernization projects and campaigns.

Likewise, in countries under the influence of the Soviet Union, the Marxist-Leninist model of journalism as an educational force supported the idea of the media as a means for development (Cambridge, 2002). Even countries in the nonaligned movement such as India favored the development focus of the media. In general, as Eko (2003) explained:

   Media were to concentrate on the task of disseminating information
   and messages that would improve agricultural production, health,
   education, national security and other vital areas . 

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Development Broadcasting in India and Beyond: Redefining an Old Mandate in an Age of Media Globalization
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.