Introduction
With the introduction of Indian content to the various different platforms over a few decades, many Indians began to migrate abroad. The United States has a large Indian community which explains the surge in Indian channels. Throughout the years Indians have been able to start iconic channels that have been extremely popular with audiences. The article discusses the channels available to the Indian channels in the USA, their modes of transmission, and their relevance to Indian Americans.
The Story Of Indian Channels in USA
Developmental History
The advent of Indian channels in the USA dates back to early 1990s when cable television came into fashion. When satellite TV and later the internet came into the mix, the reach of Indian channels became far newer heights. The first Indian satellite channel to be launched in USA was Zee TV in the 1992. This led to many other cable channels being Established which fueled the fire of interest about Indians channels in USA.
Classification of the Indian Channels
General Entertainment Channels: General Entertainment Channels act as the powerhouse of Indian television. They consist of a span of different shows, mixture of drama, comedy, reality and films. Some of the popular GECs that are available in the US include the following ones:
Zee TV: Specializes in family dramas and variety shows and Zee TV enjoys significant viewership within the circles of Indian Americans.
Star Plus: This channel has an excellent viewership from varying communities through various Indian television serials amongst others.
Colors TV: A non-English television channel that features reality and popular serials to attract younger viewers within the regions it covers.
News Channels: News channels fulfill the information need of the Indians by reporting news focused on India or even Indian events taking place outside the country. Major ones include:
India Today: Considered the best channel when it comes to news as it has all the relevant news information center and likewise coverage and analysis making it popular within the Indian Americans audiences wanting current affairs.
NDTV 24×7: It is also appreciated for its responsible journalism and thus NTDTV 24×7 addresses critical areas in life especially those Indians who are residing abroad or other nations.
Republic TV: Republic TV is popularly known for its vivid reporting and ‘show Dahaad’ for lively news reporting which includes drama within discussions.
Regional Channels: The presence of an Indian community in the USA is widespread and contains a sizeable number of people from all the states. The regional channels are targeted at people who speak specific languages and they include:
Gemini TV (Telugu): The best among Telugu channels, Gemini TV operates dramatics, movies and is furniture with cultural activities.
Sun TV (Tamil): The channel broadcasts in Tamil language and exhibits films, serials, and reality shows as well.
Star Jalsha (Bengali): The Bengali community is well served by the Star Jalsha boast of the drama and other entertainment programs.
Sports Channels: For cricket fans and lovers of sport, Indian sports channels are very popular now. Due to the fact that they transmit live cricket matches, channels such as Star Sports and Sony Six are a round-the-clock presence in the homes of Indian sports fans based in the USA.
Platforms and Distribution
The distribution of Indian channels in US has changed with the times due to technological improvement and changing audience preference. Some of the main platforms through which Indian channels are available include the following:
Cable and Satellite Television: Conventional cable and satellite providers such as Comcast, Dish Network, and DirectTV provide some packages that encompass some of the Indian channels that are popular. These packages meet the Indian Americans viewing habits enabling them to have a wide range of content.
Streaming services: The advent of certain streamers has changed the way consumers interact with content. Hotstar (now Disney+ Hotstar), ZEE5, and SonyLIV allow users to request many Indian shows at will. Because of this trend of streaming online, even Indian content can be appreciated widely as it allows the audience to view the shows they like whenever they please.
Social Media: Indian channels have also benefited from the promotion of their content across digital platforms. Channels on YouTube and Facebook pages about Indian shows gather a fairly large audience and share not only trailers, but also entire episodes and other exclusive materials.
Android Apps: Indian channels have created their respective Android applications making it possible for audiences the ability to watch their content anywhere. Such applications include features such as Live Television, catch-up TV, recommendations, which all enhance user experience.
Popular Indian Channels in the USA
In an effort to better understand what viewers can find in store, it would be great to focus on some of the best Indian channels available within the USA, and what makes these worth watching.
- Zee TV
Among the Indian television channels which are big in the USA, it is Zee TV that has captured the imagination of the viewers. Popular for its family dramas and reality shows, Zee TV has been able to sustain a significant Indian American viewership. The channel has created history with its flagship series Kumkum Bhagya and Tujhse Hai Raabta which strike a chord with audiences due to well defined characters and interesting plots. Zee TV has further developed the viewer perception by letting the fans communicate in social media as well to help build a community amongst the viewers.
- Star Plus
In Indian households, Star Plus is often referred to as the epitome of Indian television. On each of the channel’s programs, there is a one or the other – uneasily impracticals, domestic dramas and remix types of reality shows. Çleaves program such as Yeh Rishta Kya Kehlata Hai and Kahaan Hum Kahaan Tum have become very popular and Star Plus therefore is marked as a prime destination for the Indian entertainment. Besides, it is not uncommon for Star Plus to use Bollywood stars such as stars of its shows.
- Colors TV
The channel has earned recognition in the past due to its colorful programming and fantastic reality shows. Other key franchises owned by the channel such as Bigg Boss, which promise to keep audiences glued to their screens thanks to the drama and controversies. Considering that Colors TV also broadcasts regional material, it has varied appeal to many linguistic segments of the Indian community abroad. The channel’s well created fresher programmes and all the interesting features appeal to the youth.
- NDTV 24×7
One of the most recognizable channels in the world, much more so than its Indian counterparts, NDTV 24×7 provides complete coverage of breaking events taking place in India as well as around the globe without neglecting the social aspect. self-imposed credibility and sincerity, provide Indian Americans and the like with factual information and not misinformation. The program has many others which touch on very controversial topics and encourage people to debate. The internet has also become an extension of NDTV and connects to the audience through it.
- Sony Entertainment Television (SET)
There is a great appeal for Sony Entertainment Television because of their family dramas, reality shows and comedies. Interactive shows such as the famous Kaun Banega Crorepati have gone on to capture the hearts of many viewers in the country as a result of their engaging structure. The Indian audience too has caused the popularity of Sony TV in many households after transforming well known formats.
- Star Sports
Star Sports is quite literally a home for sports fans, especially cricket fans. For such fans, the channel offers live matches, match analyses, sports discussions, and broadcasting of the most recent events within the world of sports. Star Sports has successfully tapped into the passion for cricket among Indians living abroad, having shown major tournaments such as the IPL and international matches.
The Impact of Indian Channels on the Indian American Community
Cultural Connection
In the USA, Indian channels have become important for the diaspora, ensuring that they remain connected to their culture. For Indian Americans, television makes it possible to connect with their origins and enjoy the shows, dances, festivals, and traditions that are unique to the Indian culture. This connection is especially necessary where the younger generation may wish to Britishize, or Americanize, their lifestyle but need Indian programming for their identity.
Language Preservation
Language and culture are interrelated components of the very being of a person and Indian channels promote the French language and several others. Some regional channels provide the programming in their native tongues such as Hindi, Tamil, Telugu, and Bengali, giving people a chance to connect with their ethnicity. With constant and diverse exposure of youngsters to local languages, they will grow a sense of attachment and develop respect for their mother tongue.
Community Building
Indian channels not only promote their culture but also contribute towards building an Indian community that shares similar experiences and problems. Family issues, immigration and assimilation into a new culture are frequent topics of many shows which provide the audience with reasons to discuss and bond as a community. Furthermore, these channels regularly join hands with local community centers to advertise cultural programs which helps in integrating the community even more.
Entertainment and Leisure
No other channels in the world are more entertaining than the Indian channels. The range is astounding with plenty of content like dramas, comedies, and reality television which gives viewers many avenues to explore their free time. Many times Indian channels allow their audience to time travel back to their country as they watch shows in the present times.
Challenges Faced by Indian Channels in the USA
Competition from Local Channels
Indian cablenetwork channels have a huge burden of competition with American cable networks and other American online streaming companies which have multinumber of programs. To remain relevant, Indian cablenetwork channels are required to innovate on a constant basis in order to modify their content and make it more appealing to their audiences.
Regulatory Challenges
Regulatory impediments seem to be a major roadblock for Indian channels who wish to get a foothold in the US market. The broadcasting regulation and licensing procedures can be quite cumbersome, especially in the case of foreign channels. There is a delicate balance to be maintained between localizing the broadcast standards and the Indian content.
Changing Viewer Preferences
As audiences shift, Indian channels have to take into account the changing expectations of their target audiences. Following the growing trend of view on demand and mobile consumption of content, old concepts of television broadcasting might have to be reconsidered. Broadcasters who do not go on to digital platforms will find their audience gone to more nimble service providers.
Future Prospects
The prospects of Indian channels settling in the USA appears quite bright, primarily due to the changes in technology and the preferences of the audience. Here are some trends that may come to characterize Indian television in the future:
Increased Digital Presence
With an increasing number of audiences opting for online platforms, it can be expected that Indian channels will focus more on creating an online presence. The need to reach the audience through streaming services and mobile applications will be very important since audiences will be able to watch content at any time and place.
Focus on Diverse Content
Since Indian-Americans belong to a diverse community, channels will have to evolve their communicational content to include different genres, languages, and themes. The diversity strategy will assist channels in reaching other segments of the population, thus increasing the overall temptation of the channel.
Collaborations and Partnerships
Quality of programs can be improved by collaborating with local content creators and production houses. Indian channels can also look for co-productions with American networks that would appeal to both the Indian and American markets.
Conclusion
The Indian networks in the USA are important outlets for the transmission of the Indian culture, language and entertainment for the Indian community abroad. During this transition, these channels have their own challenges and opportunities in a “ congested ” environment of competitive media. They are likely to be at the forefront of the Indian channels that will step forward and position themselves to the requirements of the Indian-American people by evolving through technology advancement, and variety in their content. They are essentially a bridge between two world views enriching the viewer’s experience while being loyal to Indian culture.