The Diffusion of Television in India^*

* A version of this paper was presented at the International Communication Association, New Orleans, 29 May to 2 June, 1988 with research in India funded by the Rockefeller Foundation. Dr B.R. Patil and Dr V.B. Singh of the Survey Research Training Centre, New Delhi, collaborated with us in our data-gathering, and we acknowledge their considerable assistance. We thank Dr N. Bhaskara Rao, President, Operations Research Group, Baroda, for making available data on the diffusion of television in India. The present paper draws upon Singhal and Rogers (1988a), and Singhal and Rogers (1988b).

1. Third World countries include all Middle Eastern countries, all African countries except South Africa, all Asian countries except Japan, and all countries in Latin America. In 1987, there were about 910 million television sets in the world, of which about 310 were located in Third World countries.

2. Data on world-wide diffusion of TV sets are compiled from BBC’s World Radio And Television Receivers (1987). In 1987, there were about 90 million TV sets in China.

Abstract

Over the past eight years, the number of TV sets increased by 15 times in China and by 10 times in India. The authors discuss the factors contributing to the diffusion of television in India and its social effects. They state that if the potential development benefits of television are to be more fully realized in India, it must pursue educational objectives rather than promote consumerism and inequality.

Notes

* A version of this paper was presented at the International Communication Association, New Orleans, 29 May to 2 June, 1988 with research in India funded by the Rockefeller Foundation. Dr B.R. Patil and Dr V.B. Singh of the Survey Research Training Centre, New Delhi, collaborated with us in our data-gathering, and we acknowledge their considerable assistance. We thank Dr N. Bhaskara Rao, President, Operations Research Group, Baroda, for making available data on the diffusion of television in India. The present paper draws upon Singhal and Rogers (1988a), and Singhal and Rogers (1988b).

1. Third World countries include all Middle Eastern countries, all African countries except South Africa, all Asian countries except Japan, and all countries in Latin America. In 1987, there were about 910 million television sets in the world, of which about 310 were located in Third World countries.

2. Data on world-wide diffusion of TV sets are compiled from BBC’s World Radio And Television Receivers (1987). In 1987, there were about 90 million TV sets in China.

Additional information

Notes on contributors

Arvind Singhal

Arvind Singhal is a doctoral candidate and Everett M. Rogers is the Walter H. Annenberg Professor of Communications, both at the Annenberg School of Communications, University of Southern California. Dr. J.K. Doshi is Professor of Communications at G.B. Pant University in Pantnagar, India. Adnan Rahman was formerly a doctoral candidate at the Annenberg School of Communications, University of Southern California.

J.K. Doshi

Arvind Singhal is a doctoral candidate and Everett M. Rogers is the Walter H. Annenberg Professor of Communications, both at the Annenberg School of Communications, University of Southern California. Dr. J.K. Doshi is Professor of Communications at G.B. Pant University in Pantnagar, India. Adnan Rahman was formerly a doctoral candidate at the Annenberg School of Communications, University of Southern California.

Everett M. Rogers

Arvind Singhal is a doctoral candidate and Everett M. Rogers is the Walter H. Annenberg Professor of Communications, both at the Annenberg School of Communications, University of Southern California. Dr. J.K. Doshi is Professor of Communications at G.B. Pant University in Pantnagar, India. Adnan Rahman was formerly a doctoral candidate at the Annenberg School of Communications, University of Southern California.

S. Adnan Rahman

Arvind Singhal is a doctoral candidate and Everett M. Rogers is the Walter H. Annenberg Professor of Communications, both at the Annenberg School of Communications, University of Southern California. Dr. J.K. Doshi is Professor of Communications at G.B. Pant University in Pantnagar, India. Adnan Rahman was formerly a doctoral candidate at the Annenberg School of Communications, University of Southern California.