About the Book

Television, the magic box, which occupies a prominent place in the living rooms, entertains people practically all the twenty-four hours of the day through its programmes. By providing employment to millions of people and generating substantial volume of income, it has grown as a major economic activity in almost all the countries including India, since its invention during the middle of twentieth century. As an activity, it finds a place within the contours of culture industry in which cultural genres and economic norms are fused together by technology. Television resorts to a dual product marketing system, by which it manages to supply its products to the audience invariably as a free good and earn a substantial volume of income by selling its air time to the advertisers. The book may evoke keen interest not only among the researchers, but also those associated with TV Industry and policy making.

About Author

K.V. Joseph is a scholar of repute who has written Economics of Film Industry in India, Migration and Economic Development of Kerala, Economics of Indian Cinema, Culture and Industrial Development: the Indian Experience, Keralites on the Move, Nazaranikalude Sampathika yathangal (Mal) and many research papers and articles. The winner of the prestigious Raja Sir Ramaswamy medal from the University of Madras, Dr. Joseph was Professor of Economics, in St. Xavier's College, Thumba, Trivandrum. He was a Senior Fellow of the ICSSR during 1993-95 and also of the ICHR during1996-98.

Contents

Foreword

Preface

List of Tables

1. Introduction

2. From Culture to Culture Industry
What is Meant by Culture / ; Evolution of Culture as a Commodity / ; From Culture Industry to Cultural Industries / ; Implications / ; Distinctive Features of the Industry / ; Complexion of the Industry / ; Television as a Constituent Unit of the Culture Industry /

3. Growth of TV as an Industry
Beginnings of TV / ; Introduction of Colour TV / ; Video Tape / ; Cable Television / ; Satellite Link with TV / ; Organization of TV / ; TV and Cultural Production / ; Sports / ; News / ; Challenges to TV /

4. Television in India
Arrival of Television / ; The Era of Developments / ; Beginnings of Cable / ; Entry of Private Channels / ; Public Broadcasting / ; Distribution of the Channels / ; Competition among the Channels / ; Penetration of TV / ; Distribution of TV Receivers in Various Parts of India / ; Economic Significance of Television Industry / ; Contribution to the Economy in Terms of Employment and Output /

5. Programmes: The Product Mix of Television Industry
Changing Complexion of Programme Mix in India / ; Contents of the Programmes /

6. How TV Markets its Products
Organization of Production Units / ; Programme Maker / ; Cable and Satellite / ; Marketing in Television / ; Advertiser / ; Audience / ; Nature of Competition in Television Industry / ; Business Practices / ; Sources of Income / ; Earnings of Different Channels in India /

7. Artistic Labour Market in the Television Industry
Different Kinds of Labour in the Culture Industry / ; Artistic Labour / ; Conditions of Service / ; Remuneration to the Artists /

8. Audience Response to Television Programmes: An Empirical Analysis
Position of Audience in the Television Industry / ; Field Study in Kerala / ; Profile of the Respondents and their Viewing Habits / ; Viewing Habits of the Respondents / ; Preference to Programmes / ; Impact of Television / ; Social Relationship and Involvement in Social Activities / ; Reading Habit / ; Advertisement and Consumption Habits / ; Impact on Food Habits / ; Television as a Source of News / ; Television as an Entertainer /

9. Policy Options in Television Industry
TV the One Eyed Monster / ; Audience View on Control and Regulation / ; How to Bell the Cat / ; Unlimited Entry of Channels /

Summary and Conclusions

Bibliography

Index

Additional Info.