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Article
Localizing the Global: Television and Hybrid Programming in India
International Journal Of Cultural Studies
  • Divya C. McMillin, University of Washington Tacoma
Publication Date
3-1-2001
Document Type
Article
Abstract

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.

DOI
10.1177/136787790100400103
Version
pre-print, post-print
Citation Information
Divya C. McMillin. "Localizing the Global: Television and Hybrid Programming in India" International Journal Of Cultural Studies Vol. 4 Iss. 1 (2001) p. 45 - 68
Available at: http://works.bepress.com/divya_mcmillin/4/