Who's Watching What on Indian TV? It's Complicated

Abstract

The Indian television landscape is a complex and diverse ecosystem, reflecting the country’s vast cultural, linguistic, and regional diversity. However, current audience measurement systems are falling short in capturing the full spectrum of viewership patterns. This article explores the challenges of assessing exposure diversity in India, particularly in underrepresented regions such as small towns, rural areas, and states like Kashmir and the northeastern regions. It highlights the limitations of existing sample sizes, the influence of socio-economic demographics on advertising rates, and the need for local audience measurement systems to ensure regional content receives adequate attention. The article also discusses the implications of policy interventions and the role of regulatory frameworks in fostering a media environment that serves the public good. Check out the article at this link: https://thewire.in/media/whos-watching-what-on-indian-tv-its-complicated/?mid_related_new

Bio

Harsh Taneja is an Associate Professor of New and Emerging Media at the University of Illinois Urbana-Champaign. His research focuses on media audiences, digital platforms, and the intersection of technology and society. With a keen interest in understanding how media consumption patterns reflect broader social and cultural trends, Taneja has contributed to numerous studies on audience measurement and media diversity. He holds a PhD in Communication and has published extensively on the challenges of measuring media audiences in diverse and rapidly evolving media landscapes.