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New Media, , 44, , telera, first telecas, , Technologies, N, etwork, Network, , tube, the, , T, elevision, Television, , I n d i a . lhe, Thefirst, of, of India., , in New, , a, , Delhi. After, , 15,1959, , or picture, television station Was, the kinescope, startedon Sept, second, ventions of, receivers arrived, in 1972, and, 1972an, 13 years,, and, about, and TV home, (Maharashtra), of, Mumbai, Mumbai, and, lectronic, few, in, years, statione, next, established, the, (Maharashtra), , camera, , succession, , established, , during, , nrapid1930s the National BroadcastingCorporation, y the set a TV station in New York,and BBC, , {NBC)had, , up, , regular, , telecast, , -aTV, , Television, , was, , widely, , propaganda., , Nazi, , were, , wa, as, s, w, , t, tr, ra, an, ns, sm, mi, is, ss, si, io, on, n, , Television, , eighties, , conventions, , event in the first, top, 1936, was the, German television history, of, chapter, as a gigantic, which was staged, in, Berlin,, Olympics, as many, there, , political, , more, , television, , Calc, Calcutta, , (West Bengal),, many years the, For, Pradesh)., (Uttar, and whita, Lucknow, white, black and, in black, , as an, , party, , five, , (Punjab),, A m r i t s a r (lunjab),, by 1975there, (Kashmir), Amritsar, (Kashmir),, (Tamil Nadu) and, atSrinagar, at Srinagar, Madras, , offering, station in London,, established, and France too, Germany, time., programmes., around the same, stations, television, developbrake on further, War put a, World, The, in Nazi Germany, television, though, in, i n s t r u m e n t of, ments, used, , were, , the, televised, but, , mainly in, mainly, boost in the, the necessary, , industry got, , when, , Doordarshan, , introduced, , colourTy, , Asian Games., , 1982, started off, during the, s c r e e n programming, small, Indian, time there was only one, 1980s. At that, in the early, was governDoordarshan, which, national channel, was, Ramayana and Mahabharat, ment owned. The, , were, , In 1948,, propaganda show., 23, United States covering, the, in, stations, TV, as 41, sets., million receiving, cities through half a, in, dawned, communication, The age of satellite, of Early Bird, the first, 1962 with the launching, two big international, communication satellite. The, began, satellite systems, Intelset and Intersputnik, from, and, 1971 respectively, operating in 1965 and, then on the progress has been phenomenal. Today,, earth stations, almost every country in the world has, linked to satellites for transmission and reception., , television series, , produced. This, , the first major, viewer ship, the world record in, serial notched up, By the late 1980s, , Communication satellites have literally, transformed the modern world into what Marshall, McLuhan, the Canadian media sociologist, liked, , to call a global village., , single program., started to own television, more and m o r e people, television, was a single channel,, sets. Though there, saturation. Hence the, , numbers, , for, , a, , programming had, , reached, another channel which, , government opened up, , and part regional., had partnational programming, -2 later DD Metro., This channel was known as DD, Both channels were broadcast terrestrially., of, The central government launched a series, , economic and social reforms in 1991 under Prime, Minister Narasimha Rao. Under the new policies, the government allowed private and foreign, , techniques were invented employing optical fiber, , operations in, India. This process has been pursued consistently, , cable and computer technology. Japan succeeded, , by all subsequent federal administrations. For-, , in designing a computer-controlled network to, carry two-way video information to and from, , eign channels like CNN, Star TV and domestic, channels such as Zee TV and Sun TV started, , households. The audio-visual cassette and the, video tape recorder, closed circuit TV, and more, , satelitebroadcasts. Starting with 41 setsin1962, , recently cable television, pay television and DTH, , at present, TV in India covers more than 70, , In the 1970s more sophisticated transmission, , (Direct-to-Home) television have changed the, course of the development of TV in new and, unexpected ways. DTH and digital compression, technology has enhanced the number of channels,, which can be accessed, as also the quality of, picture and sound transmissions., , Origin and History of Indlan Telovision, , Televisionfirst came to India named as'Deordar, , shan'(DD) on Sept 15,1959 as the National, , broadcasters to engage in limited, , and one channel (Audience Research unit, 1991), , million homes givinga viewing population more, than 400 million individuals through more, than, 100 channels. A large relatively, untappea, market, easy accessibility of relevant technology, and, , a, , variety of programmes are the ma, for rapid expansion of Television, n, , reasons, , India., in1992,the government liberated its markets, opening them up to cable television. Five ne, d, channels belonging to the Hong Kong, base

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Media Technologies, STARTVgavelIndians a fresh breath of life.MTV,, STARPlus,BBC, Prime Sports and STAR Chinese, the 5 channels. Zee TV was the first, annel, Indianechannel to broadcast over, ivateowned, later CNN, Discovery Channel,, able. A few years Channel made, its, were, , CThan, , foray into, NNational Geographic its, introducing, India. Star expanded bouquet, ESPN, and, STAR Gold., STAR, Sports,, STAR World,, flourished, with a, , Regional channelschannels and along, a few English, multitude of Hindi, channels. By 2001 HBO and History Channel were, , international channels to enter India. By, international channels such as, 2001-2003, other, Nickelodeon, Cartoon Network, VH1, Disney and, into foray. In 2003 n e w s chaToon Disney came, nnels started to boom., The Indian television system is one of the most, extensive systems in the world. Terrestrial broadwhich has been the sole preserve of the, the other, , casting,, government, provides, , television coverage to, , over 90% of India's 900 million people, setting, for India to develop into one of the, the, , stage, , world's, , largest and most competitive television, , environments., , Broadcasting was harnessed for the task of, political nation building. Broadcasting was, , the sole preserve of the chief, architect of this process of political integrationthe State. The task of broadcasting was to help, , organized, , as, , in overcoming the immediate crisis of political, , 645, , road sense.In 1961 the broadcasts were expanded, to include a schooleducational television project., , Indian filmsand programsconsisting of, , In time,, compilation of musicals from Indian films joined, , the program line-up as the first entertainment, programmes. A limited number of old U.S. and, , British shows were also telecast., The first major expansion of television in India, , began in 1972, when a, , second television station, , was opened in Bombay. This was followed by, stations in Srinagar and Amritsar (1973), and, , Calcutta, Madras and Lucknow in 1975. Relay, stations were also set up in a number of cities to, extend the coverage of the regional stations. In, , test of, , 1975, the government carried out the first, television, the, , satellite based, the SITE program. SITE (Satellite, , possibilities of, , through, , Instructional Television Experiment), , was, , designed to test whether satellite based television, , services could play a role in socio-economic, , development., In these, , early years television, like radio, w a s, , considered a facilitator of the development, process and its, , introduction w a s justified by the, , role it was asked to play in soCíal and economic, as, development. Television was institutionalized, the government, an a r m of the government, since, , the chief architect of political, economic and, social development in the country. Doordarshan, , was, , was set up as an attached office under the Ministry, , of Information and Broadcasting-a halfway, and to, instability that followed Independencemoderbetween a public corporation and a governfoster the, , long-term process of political, , house, , nization and nation building that was the, , ment department., , It, dominant ideology of the newly formed state., , In, television began to attain national, coverage and develop as the government's preeminent media organization. Two events, triggered the rapid growth of television that year., INSAT-1A, the first of the country's domestic, communications satellites became operational, , Was in the context of this dominant thinking, about the role of broadcasting in India that, television was introduced in 1959. The government had been reluctant to invest in television, , until then because it was felt that a poor country, Telelike India could not afford the medium., , Vision had to prove its role in the development, in the, process before it could gain a foot-hold, , country., , Delhi in, Television broadcasts started from, India Radio's, September 1959 as part of All, , week, ervices. Programs were broadcast twice a, Community, or an hour a day oTSUch topicsas, traffic and, and, nealth,citizens'duties and rights,, , 1982, , and made possible the networking of all of, Doordarshan's regional stations., , 1976 witnessed a significant event in the, adver-, , historyofndianteleviston, theadvent of, , tising on Doordarshan. Until that time television, had been funded through a combination of, television licenses and allocations from the annual, , budget (licenses were later abolished as advertising, revenues, , began, , to, , increa_e substantially).

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New Media Technologies, 646, , began in, , a, , very, , small way with under, coming from, , Advertising, D o o r d a r s h a n ' s budget, 1% of, 1976-77. The, r e v e n u e s in, , commer-, , advertising, , of, , the development, cialization of Doordarshan s a w, musical, situation comedies, dramas,, , soap operas,, , By 1990, from advertising were, , shows and the like., , quiz, programs,, Doordarshan's, revenues, , monopoly. Most of the other foreign broadcast, , forexample, ESPNand the Discovery Channel are, focusing, , on, , special interest, , programming, , A peculiar development in television progra., , mming in India, , has been the use of, , hybra, , English-Hindi program formats, popularly called, "Hinglish" formats, which offer programs in, , about $300 million, accounting for about 70% of its, , Hindi and English on the same channel and even, , annual, expenditure., International, satellite television was intro-, , have programs, including news shows that us, both languages within a singletelecast. This takes, , duced in India by CNN through its coverage of, , advantage of the audience for television (espe, , the Gulf War in 1991. Three months later Hong, based Star TV (now owned by Rupert, Kong, Murdoch's News Corp.) started broadcasting five, channels into India, , using the ASIASAT-1 satellite., Indian, , cially the audience for satellite television), which, , is largely composed of middle class Indians who, have some knowledge of English along with, , Hindi, , A huge industry by itself, the Indian silver, , early 1992, nearly hatfa mittion, By, households were receiving Star TV telecasts., , screen has thousands of programmes in all the, , Taking advantage of the growth of the satellite, , states of India. The small screen has produced, , television audience, a number of Indian satellite, , numerous celebrities of their own kind some even, , based television services were launched between, , attaining national fame.TV soaps are extremely, , 1991 and 1994, prominent among them Zee TV,, , popular with housewives as well as working, , the first Hindi satellite channel. By the end of, 1994 there were 12 satellite-based channels, available in India, all of them using a handful of, , women. Some small time actors have made it big, in Bollywood., Public Television in India has the following, social objectives:, , different satellites. This number was expected to, double by the end of 1996., , Despite the rapid growth of television channels, from 1991 to 1996, television programming, , continues to be dominated by the Indian film, , industry. Hindi films are the staple ot most, national channels and regional channels rely heavily on a mix of Hindi and regional language films, to attract audiences. One of Doordarshan's most, , popular programs, Chitrahaar, is a compilation of, , 1. To act as a catalyst for social change, 2. To promote national integration, , 3. To stimulate a scientific temper in the, , minds of the people, 4. To disseminate the, , planning as a, , means, , message of famiuy, of population control, , and family welfare, , 5. Toprovide essential information and know, , ledge in order to stimulate greater agicur, , old film songs and all the private channels,, including Zee TV and music video channels like, MTV Asia and Channel V, show some variation of, Chitrahaar. A number of game shows are also, based on movie themes. Other genres like, soap, operas, talk shows and situation comedies are also, , tural production, 6. To promote and help preserve, mental and ecological balance, 7. To highlight the need for, , programs has been unable to keep up with dem-, , 8. To promote interest in games and sports,, , and, hence the continuing reliance on film based, , 9. To create, , gaining in popularity, but the production of these, , programming., , International satellite programming has, opened up competition in news and public affairs, programming with BBC and CNN International, challenging Doordarshan's long-standing, , envir, welfare, , social, measures including welfare of wome, children and the less, , men,, , privileged, , and our, , values of appraisal of arta, , cultural heritage., , Television offers lots of benefits includimg ful, Because of its ability to create po1e to, , touchstones, TV enables young pev, ers, cultural experiences with otne, , share