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By Juluri Vamsee

What does globalization suggest for the tv viewers? Becoming an international Audience examines issues of cultural imperialism with regards to the particular adventure of tv reception in a postcolonial context. the increase of satellite tv for pc tv in India within the context of financial liberalization in 1991 has been marked via the localization of worldwide track tv networks like MTV and Channel V. This booklet argues, notwithstanding, that this ''Indianization'' is not any reason for get together. utilizing in-depth interviews with Indian tune tv audience and theoretical ways drawn from political-economic, cultural, and postcolonial stories, it argues as a substitute that the reception of ''Top Ten'' indicates and nationalistic tune video clips is a part of a profound reordering and appropriation of logic below the altering social relatives of globalization.

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Extra info for Becoming a Global Audience

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There was a clear indication on the basis of the frequencies of the importance of some items in the interviews. ” Such findings were taken as evidence of patterns that may be fairly widespread across the population of young urban middleclass television viewers in India and specific excerpts pertaining to these points were emphasized for further analysis. At this point, it is also useful to acknowledge that no interview can exhaustively represent the experience of reception. Reception studies are reliant on participants’ ability and willingness to verbalize their experience, and while this may be a limitation, it does not necessarily diminish the usefulness of such research.

The second segment represented a portion from the program, including a VJ’s presentation, two songs, and the graphics and fillers in between. Three different clips were used for different viewing groups: from Indian Top Ten for viewers familiar with international pop, from Santoor Top Ten for exclusively Telugu viewers, and from Superhit Muqabla for viewers who found Hindi film music most familiar. This segment was aimed at opening up a general discussion about music, taste, the role of VJs, and the visual aspects of the songs.

This part of the interview was aimed at covering a broad range of issues including the family context of viewing. Questions about the Made in India video were more specific, and aimed at getting a sense of how viewers made sense of being “Indian” in terms of character and values in relation to the rest of the world. The public segment was aimed to get viewer responses to the genre in general, and questions were directed to their broad like/dislike for these shows rather than what participants in the specific segments said or did.

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