Thursday, March 08, 2007

India through the global lens

is the title of a piece in the Hindu Businessline. It takes a look at how,

Till some time ago, to any foreigner who hadn't visited India, the country was all about poverty, cows and snake charmers. Not to mention, the "mighty Himalayas." Courtesy foreign TV channels and their hackneyed portrayal of India. While such imagery may still persist in some parts of the world, it is slowly changing.

There is plenty of interest in India and this is evident in the way international TV channels are now looking at the country. There is a sudden spurt in India-related content in the programming of these channels. The world is finally getting the real flavour of modern India with its BPOs, big fat weddings, Bollywood and flashy cars. Even its history is cleaved off its clich├ęs.

Umm, as the blurb says, With the world becoming a global village and India being an emerging power, why showcase a storybook image when we have so many exciting things to present?

I think not. The media interest is not about wide eyed admiration. The piece itself makes the point.

India is a key market for these channels in terms of viewership and these channels cannot afford to ignore this emerging market.


We, like other civilizations, are narcissists, more so, when something is broadcast about us in a foreign channel. These channels recognize that. You watch it. Companies pay for ads. Everybody goes laughing to the bank. Its the market, stupid.

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