The Rising Demand for Overseas Television: America's United Nations of Cable TV

By Nawa, Fariba | The Christian Science Monitor, June 27, 2011 | Go to article overview

The Rising Demand for Overseas Television: America's United Nations of Cable TV


Nawa, Fariba, The Christian Science Monitor


Satellite TV lets immigrants cocoon in their own culture. Does it also alienate?

Afghan immigrants Fatima Majeed and Naseer Ahmadi watch an average of eight hours of television a day in their suburban three- bedroom apartment while their four sons and daughter go to school, work, and carry on with their busy American schedules.

The husband and wife sit next to each other on their couch glued to the tube, barely aware that their children are coming and going. Outside their home is America, but inside their TV set is Afghanistan, the country they long to live in but can't.

The programs on their television are broadcast via satellite and received through a box connected to the Internet. The channels they watch are based in Kabul but also in other areas where the Afghan diaspora have settled, like California. The shows range from Hindi soap operas dubbed in Farsi, one of the Afghan languages, to news programs and cooking contests. They provide a virtual reality for Afghan immigrants who want to escape the isolation of American life.

"I got sick and depressed from boredom and seclusion before we got these programs," says Ms. Majeed, taking a break from watching the Afghan movie "Promise to Love." The movie, about a modern-day Afghan Romeo and Juliet, was filmed in the United States.

In Pictures: America's United Nations of cable TV

Afghans are not the only ones in the US turning to foreign language TV to feel at home.

At the 152-unit complex where the couple lives, most of the families are immigrants, the majority from Asia and Latin America. Most of the adults do not watch American television. They own more than one television, one hooked up to their native nations' broadcasts and at least one set to regular cable or local networks with English language programs for the kids to watch.

Fremont, a 45-minute drive southeast of San Francisco, is a microcosm of a changing suburban California, one that is increasingly Asian and Hispanic - communities that want to hold on tight to their native cultures. Of Fremont's 214,000 residents, 47 percent are Asian and 13 percent are Hispanic. The hundreds of new channels offered daily through the Internet and satellite allow them to bypass mainstream American culture and stay connected to their native identities.

The hours of television they watch every day is time in which they can go home thousands of miles away - while sitting on the couch.

These families have little interest or connection to American programming or news. And relatives and friends in their native countries who have satellite can also watch the programs produced by the diaspora in the same language aired from American cities. Afghans in Kabul and their compatriots in Los Angeles can see each other now as never before. It's another symptom of globalization.

The companies that offer international programming are making money. Dish Network, the largest provider of foreign-language channels in the US, has nearly doubled its business in two years from 8 million to 14 million customers. Dish offers 200 channels in 29 languages, not including Spanish, which is the most popular foreign language. As the largest ethnic population in the US, Hispanics have a variety of choices among the 255 Spanish channels available on satellite.

Demand rises for 24-hour cricket

Francie Bauer, a spokeswoman for Dish, says English remains the most popular language for its customers, but the company makes a special effort to meet the demands of its foreign-language market.

Comcast, a communication giant that offers digital cable, is also providing programming to address the ethnic demand. It offers up to 40 Spanish channels. The other popular channels in the San Francisco Bay Area are South Asian, Filipino, and Chinese. Bryan Byrd, a spokesman for Comcast, says trends in the business show that Portuguese-language channels are becoming more in demand, and one of the hottest networks in the Bay Area is now NEO Cricket, the world's first 24-hour cricket channel aired from India. …

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