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International Journal of Cultural Studies
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Localizing the global

Television and hybrid programming in India

Divya C. McMillin

University of Washington, Tacoma, divya{at}u.washington.edu

In this article I examine the cultural role of private and state-controlled television networks in India and their negotiation of identities through profitable hybrid programming. I draw attention to a new emerging power in processes of globalization: indigenous, regional television networks. Ethnography in Bangalore, India, in 1997 and 2000 revealed that regional, private, vernacular language networks indeed played a crucial role in local imaginings and, in the long run, may rise in tremendous political power through their manipulation and reflection of regional identity. The analysis leads to a critique of local media markets and the location of ‘nation’ in global media processes.

Key Words: ethnography • global city • globalization • media markets • national identity • political economy • popular culture • regional identity • television

International Journal of Cultural Studies, Vol. 4, No. 1, 45-68 (2001)
DOI: 10.1177/136787790100400103
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