Globalisation of Entertainment Industry in India

GLOBALISATION OF ENTERTAINMENT constancy IN INDIA INTRODUCTION TO GLOBALISATION(HSS F317) Submitted By Submitted To * Sankalp Bhatia Mr. T. Chakraborty * Tanish Anand De rolement of Humanities and Languages * Manas Lohani * Aks form Sandooja * Keshav caravanseraina ACKNOWLEDGEMENTS A comprehensive report always con ten dollar billds the goodwill, encouragement, guidance and remain firm of some an separate(prenominal) people. We would homogeneous to thank the Instructor in-charge of the course, Mr. Tathagato Chakraborty for on the wholeowing us to explore current aspects ab come forward report physical composition d unrivalled this exercise.We atomic number 18 g trampful to our instructor for swell-favoured an opportunity to prep ar a report on the topic sphere-wideization of Entertainment sedulousness in India. Also, we would equal to thank him for his unflinching support and guidance. We similar immaterial ack picturelyledge with gratitude the consistent coo peration received from the BITS Library staff. The books they provided us served as an ideal data source which helped us throughout in the discipline of this report. We wish to speak our appreciation to the enormous help given by our friends who sp bed a great numerate of their valu adapted meter in going through the manuscript and providing suggestions.CONTENTS * portal * Indian pic exertion * Current bit * Emergence of juvenile sources of income * Digitalisation of screens and attach in the number of screens * out office(prenominal) Investment * Shooting in irrelevant locations * uphill 3D cinema and ripe VFX * New merchandise Techniques * Indian Music Industry * Effect on Bollywood * Effect on Indian unadulterated melody * Effect on tuneful instruments * Indian boob tube Industry * everywhereview * Entry of unusual players * Case Study paladin Nedeucerk * range Wars * Foreign fill and storylines Ch positivelyenges faced by the constancy * Case study on v iewership in Delhi * Bibliography The Globalisation of Indian Entertainment and Media (E&M)Industry-An introduction Indias delight providence is ontogenesis quickly, and the world is taking note. The res publica is among the worlds youngest nations, with much than half a billion people under the age of 25. With approbatory demographics and a rise in us fit incomes, the aptness to spend on leisure and frolic is bring forthing faster than the parsimoniousness itself.Enticed by economic ease and the vast volume of demand for leisure and sport, many of the world(a) media giants ar starting to set denounce in this boorish, once knget as a land of snake charmers. In repenny days, the Indian entertainment and media (E&M) perseverance has out-performed the Indian economy and companies from all over the globe be increasingly envision their process linked to emerging and developing giants like India, which is why they atomic number 18 promptly foc employ on emergence and branding their businesses in this grocery store. The E&M effort-The study portionsThe media and entertainment sedulousness consists of many divergent components under its f aniles much(prenominal) as telly, print, and reads. It to a fault includes petty(a)er segments like radio, medicament, OOH(Out of household Media is an advertising medium which reaches out to the difficult-to-reach andSEC Aconsumers wherever they argon, thus go the crusader an all day prime cartridge holder. ), animation, gaming and ocular effects (VFX) and Internet advertising. 1Entertainment Industry in India has registered an explosive growth in live on ii decades making it atomic number 53 of the fastest growing industries in India.From a single state have pipeline, Doordarshan in the 1990s to to a greater extent(prenominal) than 400 active bring,the E&M industriousness is galloping, even through hard-bitten measure when new(prenominal)wises be facing recession. SIZE OF IN DUSTRY The interior(prenominal) entertainment industry was estimated at more(prenominal) or less Rs 225. 0 billion and provided employment opportunities for roughly 6. 0 one thousand thousand people in the course of instruction 1999. In basis of irrelevant exchange earnings, the industry contri excepted nigh Rs 4,000. 0 gazillion in the year 1999. In the year 2008, the E&M Industry s excessivelyd at INR 584 billion, a growth of al just about 12. %,every subsequent year. Over the next hardly a(prenominal) years, this industry is communicate to grow at a CAGR of 12. 5% & reach the surface of INR 1152 billion by 2017. PROPELLERS OF GROWTH-The study Factors The growth in this sector of the Indian economy has been propelled by a number of performers such(prenominal) as (a)the corporatization of the contain industry, (b)a booming television sector, (c)a fast growing radio sector, (d)a lucubrateing grocery store for print products and otherwise technological changes such as the approaching of digital technology. any(prenominal) of the portentous changes include the exit of new niche content literary genres such as reality television the India Premier League (IPL), with play emerging as a mainstream entertainment genre worldwideistization of Indian media and an increase achievement of content for orbiculate auditory modality, launch of TV convey such as NDTV Arabia and NDTV Malaysia, launch of German edition of Filmf atomic number 18 magazine publisher in 2008 and co- business and production of Hollywood exposures by Indian players and a substantial increase in Foreign Direct Investment into the Indian media sector.With $88 one million million million of FDI f economic crisising into the media sector in the last trine years, increased density of alternative delivery platforms and digitization be collectively ever-ever-changing consumption patterns in the entertainment industry across India. Media sectors,regarded as sunset sect ors in mature trades,are flourishing in India. For example,the theme publisher industry,which is rapidly declining in other developed countries, is flourishing in India, on account of increasing literacy levels, consumer expending and the growth of regional markets and specialty newspapers. intelligence activitypapers account for 42% of all advertising spend in India, the some of any medium. Indian TELEVISION INDUSTRY Television is one of the major(ip)(ip) segments of the Indian entertainment industry and has thousands of programs in all the states of India. India is the third elephantinest television market in the world. 5The small screen has produced numerous celebrities of their own cordial with well-nigh even attaining national fame. TV soaps are extremely popular with housewives as well as working women. The increasing popularity in the planet electrify television segment has been a major cause for the high growth in this industry.The cable subscriber base has increas ed from around 0. 05 million in the early 90s to around 24. 0 million in the year 1999-2000 is further estimated to increase to nearly 120. 0 million by the end of 2013. With the rapid proliferation of channel (over 75), and the privatization of DD, growth in this segment is ramble to be rather high. Indian Film Industry You are not a true Indian if u dont follow play or bollywood This is the conflict the pip industry has had on the minds of Indian people. Indians adore to watch movies.With the advent of improved technologies in all aspects from pullulate production (Rise of 3D cinema, Advent of digital cinema and the growth of multiplexes)to marketing(wanna see a movie and all stores are closed buy it on the google playstore,or watch it online ),the increased corporatisation of industry(Collaboration with worldwide studios International characterisation studios such as Warner Bros. , Disney, Fox and Dreamworks etc) and Resurgence of regional cinema, the Indian Film Industr y has become the biggest subscriber in the growth of the E&M indusry. exit GAGA-THE BOOM IN RADIO INDUSTRYOne of the major drivers that bring on helped the media industry in India digestter along at a blistering pace has been the good old radio. AM, FM and even Satellite piano tuner excite do a grand impact on the Industry in India. The stage is set for major tax income growth among the various Radio Channels. In fact what we are seeing is not some newfound love for the old medium scarcely just the natural uncoiling of the market after the liberalisation and privatisation of the industry Everything is new and nice at the moment. hoi polloi in India today are spoilt for choice. Be it any media platform they consecrate a mound of channel to choose from.In fact audience to FM Radio in India is veryweird, as it seems too peck without the usual news on the hour. lecture aboutweirdof all the things Satellite Radio is here. WORLDSPACE has got around 6 viosterol0 subscribe rs in India. Thats two thirds of its broad(a) audience around the world. People like it because it is clean without commercials. In some developed markets though where broadband penetration is high people dupe gateway to thousands of radio convey via the Internet. Satellite radio thus does not generally do well on that point. The other limitations of artificial satellite radio are the unavailability of takeout devices in the country.THE MUSIC INDUSTRY The Indian entertainment industry is incomplete without the inclusion of harmony. Music,since the 90s has become the underlying part of the Indian cinema. you will construct to search hard to find an indian movie that doesnt control a air. its not just the mentality of producers, its the public demand that drives the producers to include songs, whether its justified or not. Over the years, the importance of unison has only increased, specially in case of the movie industry. Of late, movies spend a penny bygone on t o become huge successes largely on the backdrop of good practice of medicine.While the popularity of stool music increased, it also resulted in the growth of other segments such as remix, Indi-pop etc. Distributors Despite major changes occurring in the industry, close to of the audience is still dependent on dispersal network . Since timing is a very life-or-death factor here, only the companies with wider reach are able to thrive and generate profits. As distribution companies carry on a major part of the profits generated in this industry, majority of them arrive at diversified into setting up of their own retail stores. HMV is a pioneer in this area and has an excellent chain of stores at its disposal.This strategy has helped the companies to gauge the consumers changing perceptions and revamp their product offerings to mate the popular demand. Exchange of talent Globalisation has helped the music production companies to share the multinational pool of talent. The rat e of usage of international talent increased staggeringly after the 1990s. Later, many artists internationally re at a successionned artists have traitd in Indian songs and vice versa. A. R. Rahman comprise and produced music for the enterSlumdog Million variante andResul Pookutty mixed the sound for the aforesaid(prenominal) direct.such(prenominal) examples display not only the impact of global companies on the indian industries, but that of Indians on the global stage. HINDI FILM INDUSTRY Current function -The Hindoo film Industry popularly cognise as Bollywood is the main contributor to the Indian film industry after regional address film industries like Bengali, Tamil, Telegu and Marathi. The Indian film industry is projected to grow at a CAGR of 10. 1 per cent to touch INR 150 Billion in 2016. The industry was estimated to be INR 93 billion in 2011 indicating a growth of 11. 5 per cent as compared to 2010.Although the countrys filmed entertainment industry is the lar gest in the world in toll of the number of films it produces (about 900) and its mental re creation admissions (around 3 billion), it keeps to be small in size in terms of tax income, principally payable to low ticket realization and oc instillancy levels. Moreover, lack of theatrical role content and rising competition from Hollywood films continue to affect it. extr fulfill-The Indian Bollywood Industry, DIBD-OMI, May 2012. However, one cannot unde take a breathimate the changes that have taken place in the Indian cinema due the fast globalizing or westernizing world.After Indian economy opened its gates for the rest of the world, a lot investment in terms of technology and funds have entered into the industry. Although 22 years since 1991 might seem a small time frame in the film industry, but it frame quite significant in terms of the progresses made. With more awareness, Bollywood has realized that it is necessary to work an ambience in the movies, so the movies targ et both the Indian gloss as well as a more international culture afield. Hence over the last 10 years Bollywood has become more international and has begun targeting a more global audience than forward.Films like K3G, Kal ho na ho, My Name is caravan inn, Salaam Namaste, and tardily Cocktail, have been a success in the overseas market mainly because of their portrayal of Indians living abroad. Bollywood films are not only watched by people in India, but also neighbouring countries like Pakistan, Bangladesh, Nepal, Pakistan, Sri Lanka watch the movies. Moreover, countries with large groups of Hindoo and Urdu public speaking population like Australia, UK, Africa and the US have many Bollywood fans. And countries like Russia and Japan are also buyers of Bollywood productions. nowadays, with the ever transforming world and tastes of the the viewers, the Indian film industry is trying its level best to lucifer up to the needs. Some of the changes seen in the recent times are whic h can be attributed to globalisation are- 1. Emergence of new source of income. Although revenues from the theatre segment constitute around 60% of the overall revenue for a movie, other revenue streams have begun to rush a meaningful contribution. The trend of selling satellite and home- tv set rights prior to release gained momentum in 2010, and has enabled producers to consume lesser risks in their business models.Most of the revenues of the films are now earned within the low gear week itself which gives the film producers a chance to sell TV rights and air the movies earlier than before. A lot of films are now premiered very soon after they are creation released and the satellite rights are sold well before the movies are released . Due to this, piracy is not that big an issue that it was a few years ago. owe to these strategies, 2012 proved to be a good year for Bollywood with 6 movies crossing the 100 crore mark. credit-KPMG 2. Digitalisation of screens and increase in the number of screens. To fight ne of the threats of piracy which was one way or the other because of other sources of information like internet, the film industry now a days do not pull their physical prints at the theatres, rather they are relayed through satellite technologies like UFO. This has increased the no. of screens in which the movie runs many folds. Consider the case of Salman Khans starting signal movie maine Pyar Kiya which released across 500 screens in India and compare it with Ek tha tiger which opened to a record 3300 screens . The growth of multiplexes has improved the movie-going recognize for Indian audiences and has led to increase per-ticket realization.Rising urbanization and growing disposable incomes are also driving increased investments in multiplexes. In addition, theatres with low seating capacities allow cost-efficient screening of movies that are targeted at niche audiences. However, there is still further ground to be covered. The sightly num ber of screens per million in India is presently12, as compared to the global average of 54 screens per million. The number of multiplex screens in India is expected to increase from 1,000 in 2010 to 1,405 by 2013. Source KPMG 3. Foreign Investment With the liberalisation of indian economy in the 90s, we have seen that international film studios like Warner Bros. , Disney, Fox and DreamWorks have entered into collaborations with local film production houses to develop Hindi and regional movies. Saawariya, in 2007 was the first-year Hollywood produced Bollywood movie in India. My Name is Khan, produced by Fox Star Studios was a huge success both in India and abroad. Walt Disney, who earlier held a 50% stake in UTV, has now acquired a controlling stake in UTV Software Communications.Viacom18 has also entered a deal with the global movie gild Paramount Pictures to market and distribute the latters movies in India, Bangladesh and Sri Lanka. It has already ventured into production of H indi language movies, and the new deal is expected to help create a distribution network. Local film production can benefit from the experience of these international studios to expand their international reach and incorporate enhanced project planning and cost controls. In a exhibit to make India a filming destination, the Ministry of Information andBroadcasting is looking for for setting up a Film tutelage that will initially act as a single-window clearance agency to issue permits for shooting. At present, international producers need to seek many approvals. While they require script approvals from the ministries like I&B Ministry and the Ministry of remote Affairs, cast and crew approvals are required from the Ministry of Home Affairs. Based on the kind of shots and location, they need approvals from usage Department, the Archaeological Survey of India besides several other local and State authorities.Following excerpt from a newspaper names how creating such a single win dow clearance system can affect the Indian Filmmakers. Source HT City, Hindustan generation, 14th April, 2013 4. Shooting in extraneous locations, a boost for touristry In the recent past, many films have been extensively shot in impertinent locations Movie Country Zindagi Na Milegi Dobara Spain Rockstar Czech commonwealth RA. One unify Kingdom Don 2 Germany Ek Main Aur Ek Tu United States of America Worldwide, countries offer various incentives to encourage film producers to use their locations to shoot films.Incentives are offered in the spare-time activity forms Cash price reductions where a certain role of wasting disease in a country is provided as rebate to the film producers Tax credits where a percentage of expenditure in a country is allowed as credit against the income. Exemption from or refund of tub and Customs duty. Interest dispatch loans Soft patronage negotiated tourism benefits, such as easier processing of visas, and discounts on accommodation and travel. Benefits of film incentives regime- Boost to the tourism industry Films shot in foreign locations depict diversity, history and landscapes of a country which help in increasing tourism in a country. * Benefits to the economy In menstruum of foreign exchange. * Boost to local film production For example, the success of Slumdog Millionaire, which was shot in India and was a collaboration between Hollywood and Indian film technicians, helped the Indian film production houses secure more business. * Technological exchange * Creation of employment opportunity Hiring of local technicians. Cultural Exchange Some Facts- * The flow of Indian tourists to Australia increased by 20% from 20042006, especially after the success of Salaam Namaste. * The production of Heyy Babyy injected around US$2. 1 million into the states economy where it was shot. * Switzerland hosts around 150,000 tourists from India and large number of Bollywood movies are shot in the country every year. * more US states such as California, New York, Michigan,Nevada and doh offer incentives to film and television production companies from India.Many Bollywood movies have been shot in the US including My Name is Khan, Kabhi alvida na kehna, Kal ho na ho, to name a few. 5. Emerging 3D cinema and Advanced VFX- 3D is a prominent theme these days and has demonstrated its significant potential with benefits such as increased audience affiancement, increased ticket prices and the exclusivity of the medium, i. e, the theaters. The success of Avatar has taken 3D movie-making to new heights. Multiplexes could look at the feasibility of investing larger amounts on 3D screens to mate the growing demand to view 3D.There is an emerging market for 3D movies in India with movies like Any eubstance Can Dance, Dangerous Ishqq, Ra. One and Haunted-3D. A new window of opportunity could open up if Bollywood is able to produce high quality 3D content. The visual effects (VFX) industry is a rapidly growing seg ment in India. It includes the creation of live action imagery by utilize computer-generated effects. It is increasingly beingness used by the visual media in India and can be classified into the following verticals movies, TV shows and advertisements.The segment is still at its nascent stage with mainly low-end work being done in India. home(prenominal) consumption is small, and therefore, the bulk of the work includes outsourced projects from the US and the UK. However, the domesticated market is seeing bigger budget movies and ad campaigns, which are now open to spend more on VFX to provide an enhanced visual experience to viewers. There has been a significantly high growth in the number of VFX companies operating in India. harmonise to some estimates, there are more than 40 major domestic VFX companies catering to the needs of domestic and international clients.Currently, India accounts for only around 10% of the total animation and VFX outsourcing pie. However, there is scope for growth and the amount of work coming to India from Hollywood is on the rise. In late 2011, VenSat Tech Services, a VFX company, joined workforce with Reliance MediaWorks Limited to set up a VFX, computer graphics and animation team. 6. New Market Techniques. With more Hollywood movies getting released in India, Indian movies are adopting newer marketing techniques like selling merchandises, video games, toys etc. The indian film Ra.One was a first of its kind campaign with a complete 360 peak approach. Films like Harry Potter, Shrek, Superman, Batman have been palmyly using this approach for their campaigns. EFFECTS OF GLOBALIZATION ON INDIAN MUSIC Effect on Bollywood One distinguishing feature of Indian films has always been its music. While the musical disordered its dominance as a genre in Hollywood in the early 1960s, largely due to the advent of rock music, Indian music scenario axiom no such change. With the advent of talkies, Indian films started incorporati ng songs as an important element of the narrative.The sets and costumes, action scenes, presentation of stars, apostolical dialogues, and song and dance sequences became the main attraction in a movie for the fans. Song sequences are used for several purposes in films. Sometimes a song is a narrative part of the film other times it is used as a dreaming sequence, or the lovers fantasy. Sometimes they function to allow an rumination of feeling that cannot be articulated otherwisenotably the declaration of love. When music channels like MTV and V on cable and FM radio started roadcasting in India, the Hindi film music gained even more popularity. The music is important economically since the sale of music rights may recover a good part of the budget of the film. Recently, the film industry has been pre-releasing soundtracks for films along with music videos(which are basically clips of the songs from the film) some months in advance. This heightens pre-release arouse among audienc es and act as advertisements of the film. The latest trend that has been started is that of full point Numbers.The overt hypersexualization of the song-dance sequence is a kind of MTVization of Hindi film music the song is box as a 5-minute video which can advertise the film and be sold as an free-lance commodity. A musical industry old timekeeper has said Whereas in older song-and-dance sequence the titillating had an element of coy and the tentative, today the erotic has in it elements of rank sexuality, brutish pride, and vulgarity. Naked feet adorned by anklets have been replaced with high leather boots and the pelvic thrusts display the hunger of a newly-unleashed sexuality.As in other spheres, in the theatre of sexuality, the Indian adventure with globalisation is on display Item numbers have become economic necessity for film producers, singers, and music directors who want to market themselves to a global audience, to broaden the appeal of Hindi film music, and to attra ct younger, upward mobile, city- found audiences. The song-dance sequences have taken on an international look, using a multi-cultural dance cast and hip hop- twined clothing. Such tastes and representations are far too alien to the clownish and lower middle class audiences. Effect on Indian Classical MusicIndian culture has been attached with music since long time, with traditionalistic Indian music being the most famous among Indians till the time globalisation hit the country. westward culture followers are increasing in India due to adoptive reputation of Indian consumers. Though the number of youth listening to traditional Indian music may have declined but globalization has acted as a two way street in its truest sense. Indian classical musical instruments like veena, sitar and table have been collective heavily into the World Music genre which focuses on fusion and bringing out the spiritual side of music.Artists like Pandit Ravi Shankar, Pandit Amjad Ali Khan, Bismill ah Khan and Zakir Hussain are renowned and respect globally. The business office surrounding the traditional classical music of India continues to change due to the remarkable advances made in methods of information dissemination and communication, among these the rapid growth of the Internet. Some critiques say that the commercialization of Indian music seems to have led to the monopolization of the market by a small numbers of stars. Over the last ten years, it has in large part been the same small group of musicians who have been performing concerts in major cities. The popularization of Indian music has led too to changes in performance styles and audiences appreciation. This includes, for example, shortened performances, the traditional raga time concept meaningless, and an overemphasis on technique. Serious practitioners and students of Indian music, in particular Hindustani music, have increased dramatically throughout the world. This is unambiguous from the increasing num ber of Indian musicians traveling abroad to perform and record.In some Western educational institutions, Hindustani music has already been established as a formal area of study, and inquiry is being done to determine the most efficacious methods of education in this discipline. In light of this trend, the traditional master/pupil method, Guru-Shishya-Parampara, has proved to be something of a controversial problem. Effect on Musical Instruments change magnitude globalization increasing use of internet have resulted in changing the taste of music lovers at long last influencing their musical instrument choices.Gradually, the appetite for playing western music instrument has been fulfilled with the increase in number of western music schools. India western musical instruments market has been anticipated to reach INR 542. 84 Crore by 2017. TELEVISION AND GLOBALISATION OVERVIEW Media imperialism is a sub kin of under the broader category of media imperialism. The conventional vie w was that it was the global (particularly US) media that dominated and the technologies associated with it that were imperialistic and ruled the world. But the scenario was changing on the advent of 1990s due to nationalised media arising and getting promoted. Al-Jazeera was founded in 1996 and is a Qatar based company. Bollywood is seen as an attend to Hollywood. Reuters is major news company founded in Britain. propagation of India is the worlds 3rd largest circulating paper. These are some examples to name a few of the changing global media trend. Since the advent of television in twenties it has been a source of news and entertainment. Majority of the channels were state funded and had little commercial use. After the reach of globalisation television was changed, as the viewers were seen as a mode of income from advertisements and this began a war of TV ratings among the channel providers began.They turned the political struggle for television into a battle for market shar es with an increasing international orientation. The liberalisation of television in association with the development of new communicateing technologies led to a deal of competing TV stations and to a diversity of open programmes. Private broadcasters dependence on funding by adverts caused a commercialisation of TV and shifted the focus of computer programing to ratings, which have become an all-dominant factor. The constant search for new ways of attracting viewers attention favours sensational topics and resulted in a variety of new programme formats.India was one of the most affected countries due to this trend. Ramayana and Mahabharata were the first major TV series in India. 1980s aphorism the arrival of popular shows like Hum Paanch, bharat ek khoj which made the viewers engrossed in them. ENTRY OF extraneous PLAYERS In 1991 the government allowed private and foreign broadcasters to engage in limited operations in India. This was the first step of globalisation of Indian TV industry as this led to the entry of major foreign players such as CNN, sense impression TV and domestic private enterprises such as ETV, ZEE.In 19992003, other international channels such as Nickelodeon, vignette Network, VH1, Disney and Toon Disney entered the market. scratch in 2003, there has been an explosion of news channels in various languages the most notable among them areNDTV,CNN IBNandAaj Tak. The most recent channels/networks in the Indian broadcasting industry include UTV Movies, UTV Bindass, Zoom, Colours, 9X and 9XM. CASE STUDY- STAR TV STAR TV is an US based company owned by Rupert Murdochs News Corp. It currently has 35 channels in 7 languages with around 400 million viewers in India courtesy http//www. tartv. com/aboutus. aspx. They currently own one of the most viewed channels of India such as Star Plus, Star Gold, Star Movies, Star world, Channel V to name a few. It is the leading TV channel in terms of no. of channels and viewers in India with hit shows such as Kyunki Saas Bhi Kabhi Bahu Thi, Star Voice of India and 24X7 movies. evaluation WARS Entertainment channels form the largest part of Indian TV industry with foreign and domestic players both. They broadcast daily shows which are mainly targeted to the family audience particularly ladies called Soap Operas.This is a huge source of revenue and entertainment as most of the advertisements are shown in this time slot making this a win-win situation for everybody. These not only include popular Hindi shows such as Kyunki Saas Bhi Kabhi Bahu Thi or Kahaani Ghar Ghar Ki but also in other languages such as Punjabi, Marathi and English such as Ugly Betty, 90210, Damini. The popularity of these serials is evident from the data shown above. Source TAM peopleter system, GEC Ratings (April 22-28) One of the major sources of entertainment is the sports channels which are dedicated to the world of sports.There are 20 sports channels till day of the month with the majority owned by the fo reign powerhouses such as ESPNSTAR (owned by FOX network), SONY SIX. Childrens interest channelsaretelevisionspecialty channelsthat present childrens interest content. This market is almost entirely owned by foreign companies such as Cartoon Network, Nickelodeon. The NEWS channels are the ones which have most of the domestic companies and have one of the fiercest rivalries among them. Other channels include dedicated to music, movies, sci-fi and general info. Majority of them are owned by foreign TNCs such as MTV, Discovery, and HBO.All of these are owned by foreign media conglomerates and are one of the most viewed channels in India. All of these are owned by foreign media conglomerates and are one of the most viewed channels in India. FOREIGN CONTENT AND STORYLINES The content of the channels are also influenced by the global trends. In most of the cases either the storyline or the format of successful foreign shows are copied. Some of the examples are as shown below * Jassi jaisi koi nahi Ugly Betty * bighearted boss Big brother * Indian matinee idol American idol * Indias got talent Americas got talent Fear factor Fear factor * Masterchef India Masterchef Australia The viewership of English sitcoms are on the rise in the young generation such as Friends, HIMYM due to the rising English speaking population which has increased the revenues of these channels such as STAR World, AXN. On the rise is the viewership of movies both Hindi and English as evident from the exorbitant prices channels are paying for the television premiers of the movies. The sports TV industry is one of the fastest growing industries due to huge fan following also known as popular culture.The increase of number of sports channel in India is rapid. Cricket and football has proved itself as a huge source of revenue generation as perceived from the data below. IPL, world cup, BPL are huge attractions for advertisers and they are willing to invest in them. And majority of them are t he TNCs who spare the big bucks. pull in 5 most viewed events in 2010-2011 in India 2011 cricket world cup final 67. 6 million viewers Budget 2011 37 million untaught area 2010 opening ceremony 30 million IPL 3 final 9. 6 million 2010 FIFA world cup final 1. 5 millionSource aMap data, Times of India Also the emergence of debating style of news presentation can be seen as an effect of globalisation. Now majority of the news channel present debates in their primetime slots so as to include various opinions. This has been a huge success. Also the technological advancement in television industry such as digitalisation has improved the services offered which has also led to increased viewership. This is a direct result of globalization as the technology and information is transferred between nations. CHALLENGES FACED BY THE INDUSTRYBut the television industry faces many challenges due to globalization. * Main disadvantage is the accumulation of power in few foreign media conglom erates which hinders the growth of domestic market. Few Indian companies have been able to establish themselves in presence of the global power. * The media sometimes become biased and influence the public opinion. For example in Saddam ibn Talal Hussein case media houses passionately supported US in their operation and thus took people on US side without telling the full story. * Also the advent of reality TV shows has increased their share which results in disproportionation.Time should be divided suitably for all types of entertainment which is not so in the present scenario. * TV has not yet been able to penetrate the rural parts of India due to lack of connectivity which is needed as it acts as a source of information. * Also in this century of internet viewers are migrating to tissue services. This has resulted formation of web portals of channels which is not back up to the TV industry. CASE STUDY ON VIEWERSHIP IN DELHI The figures below show the impact of television in th e three major metropolitans and show type wise distribution of channels in Delhi. Source www. amindia. com Bibliography n. d. http//www. indiantelevision. com. n. d. http//www. startv. com. n. d. www. tamindia. com. Film Industry In India New Horizons. Ernst Young Pvt Ltd. , 2011. Google Images. n. d. http//images. google. co. in/. HT City. Foreigners First, But What about us? April 14, 2013. Indian Express. IPL 6. April 8, 2013. Reseasrch and Markets-Market research reports. n. d. http//researchandmarkets. com. Ritzer, George. Globalization a basic text. n. d. Vogg, Ejvind. The Indian Bollywood Industry. DIBD, 2012. Wikipedia, The free Encyclopedia. n. d. http//wikipedia. org.