From small wonder to big boss: A historical take on localization of transnational television content in post LPG Indian television

Abstract

Contemporary Indian television is on the verge of a cardinal paradigm shift with the increasing penetration of New Media. However, while zooming out the television landscape in India, the impact of the launch of LPG policy in the early 90’s is found to be a significant game-changer as far as Indian television content is concerned. With the advent of satellite television in 90’s, the broadcast industry witnessed the entry of many foreign players in India; resulting some fundamental changes and innovations in television content. Transnational Television Content (TTC) is one such area where this impact left a concrete and long term footprints. However, observations shows that Indian television industry (or audience, in other way) was somewhat redundant to accept TTC in its original form and preferred the Localization of such content. Localization of TTC included the overt and covert adaptations of popular foreign television programs and the program formats, recreating characters with indigenous treatment, regionalization of programs, re-scripting & dubbing of shows etc. As the television industry started involving high degree of financial investments, the investors & producers started expecting assurance of returns. After the LPG (i.e. Liberalization-Privatization-Globalization) era, Indian economy opened up and content producers/creators became more aware of the socio-cultural media products from outside world. Since, particular program had received larger success in other societal settings, it involves low risk of failures for producers regarding its replication for Indian audience. As these phenomena blended and triggered the Indian producers or content-creators to replicate such programs, the TV shows like Karishma Ka Karishma, Kaun Banega Crorepati, Jassi Jaisi Koi Nahi, Comedy Nights with Kapil, Sachh Ka Saamna and Big Boss were launched. Interestingly, these shows were the Indian adaptations of popular international programs Small Wonder (American); Who Wants to be a Millionaire (British); Yo Soy Betty, La Fea (Columbian); The Kumar’s at No.42 (British); Nada Mas Que La Vardad (Columbian) and Big Brother (Netherlands) respectively. This research paper, within its limited field of reference, is an attempt to trace the journey of TTC in India so as to be able to historicize the Localization dimension in post privatization India. For this, the secondary data sample of 35 foreign TV shows having their Indian adaptations was collected and synthesized in order to generate a rational interpretations using the blend of both qualitative as well as quantitative inquiry.