Neha

Pandey
Section E, Roll
No - 021

CCC FINAL ASSIGNMENT

 CCC ASSIGNMENT

INTRODUCTION

Leisure time is time when an individual is not working or performing other responsibilities and that time can

be used for relaxation, distraction, social achievement, or personal development. In order to map this theme

from the cultural perspective to a particular context we will be focusing on an object that is synonymous

with leisure in tier 2 cities as well as rural India amongst the individuals who lie in the range of 18 to 30

years. The object of analysis to map the theme to a particular context is Television viewing as a leisure

activity.

We will be creating a cultural circuit based on the perception of the object to come to a cultural code. The

period for which we will be analyzing the activity would be from the 2000 to present day.

Subliminal inputs from the TV screens are not passively absorbed. They make meaning of or develop

readings of what they observe through discourse. Furthermore, the "sense" they produce is linked to a

pattern of decisions about what to watch and when to watch it, which is built within a set of interactions

defined by the domestic and familial settings in which it occurs.

Even when the living room is filled with other people, television viewing can be used to provide an

opportunity for family contact or to create space. It can develop bonds between family members, forge

alliances between siblings, or simply provide an excuse to cuddle up.

Choices about what and when to watch, as well as control of the switch, are distributed along the lines of

power and relationship that run through all households.

Based on the research, Tv viewing has changed drastically from 2000 to the present day. In the early 2000’s

people had cable operators who would be responsible for providing the channels that people were interested

in. It was only after 10th august 2006, when TATA sky was launched that a new way of watching television

through a set up box was introduced.

Early 2000’s Tv soaps which were very similar to each other were popular amongst young people, that has

been changed completely now. People now use their smart TVs to view content from Netflix and Amazon

prime. This shows how the choices of people have evolved over time.
Based on a report from EUROMONITOR, Content consumption at home has been increasing since 2020,

and it now accounts for a considerable portion of TV revenues in India. Consumers were encouraged to try

new formats like OTT platforms, which offer a broad selection of shows and movies for a subscription cost,

due to the prolonged duration of home isolation and desire for entertainment. Subscriptions to OTT services

in India increased from 32 million in 2019 to 62 million in 2020. Although individual material consumption

on cellphones is popular, family viewing of content was still frequent throughout the lockout. Households

prefer TVs with internet connectivity and the ability to use applications for home entertainment.

The number of TV homes in India has increased by 19% to 183 million from 154 million, according to the

BI-2016 survey, which was conducted to determine the TV universe and viewing patterns in India.

Previously, the urban-rural ratio of TV homes was 50:50, but rural India currently has 17% more TV homes.

According to the report, urban India has 84 million TV households, while rural India has 99 million.

THE CIRCUIT OF CULTURE

TELEVISON VIEWING AS A LEISURE ACTIVITY IN TIER 2 CITIES and RURAL INDIA

 PRODUCTION:
 Initially Television sets were produced like a big black box and it was extremely heavy. Later

when the needs of customers changed, the Television sets started becoming sleek. Currently

we have TV sets that are as sleek as a paper sheet.

The traditional cathode ray tube technology is being phased out of the Indian television

market in favor of LED, LCD, and Plasma televisions. In the period FY10-FY14, flat panel

television production in India grew at a CAGR of 66 percent.

Internet-compatible smart TVs are likely to expand in popularity throughout the forecast

period, owing to rising internet penetration, consumer exposure to OTT content, and the

growing number of players offering affordable smart TVs. Due to limited new launches and

rising consumer interest in internet-compatible TVs, sales of non-internet TVs will remain

stagnant.

 CONSUMPTION:

Content consumption is being boosted by factors such as increased availability, low costs,

rising disposable incomes, and an increase in the number of nuclear families.

Digital formats are becoming increasingly popular for media consumption around the world.

Consumers now have the ability to access media content of their choice, whether it's

information, entertainment, or social activity, at any time and from any location, thanks to an

increase in the number of devices capable of supporting digital media and faster internet

access speeds.

 REPRESENTATION:

Viewing TV helps us open our minds to different experiences thus making us more open

minded. It represents this sense of freedom and equality that no matter what strata of the

society you belong to, if you have a TV, you will be able to watch the same content. The

content on TV is extremely relatable and thus people can learn life lessons that can be used in

the real life as well.

 IDENTITY:
 People in tier 2 cities and rural India are considered to be well to do and they are considered

knowledgeable and intelligent. They are thought of as people who know what they want in

their life and are extremely clear in their beliefs. People who watch TV are also considered

lively because they know how to balance out the stress in their lives. Watching TV makes a

person wittier is also a common identity that people have.

FUTURE PROSPECTS:

Even before the pandemic, Internet commerce played a significant part in the growth of home

video sales. E-commerce has become one of the most popular methods for purchasing

televisions in India due to exclusive deals, easy delivery, and offers/discounts. To sell their

televisions, many brands have partnered with e-tailers like Flipkart. Consumers will likely be

value-conscious after 2021, but will still desire products with a competitive offering, resulting

in a shift to online platforms.

REFERENCES

 Gillespie, M. (2002, January 4). Television, Ethnicity and Cultural Change | Marie Gillespie

| Taylor &. Taylor & Francis.

https://www.taylorfrancis.com/books/mono/10.4324/9780203133996/television-ethnicity-

cultural-change-marie-gillespie

 Lull, J. (2014, April 23). Inside Family Viewing (Routledge Revivals) | Ethnographic

Research on. Taylor & Francis.

https://www.taylorfrancis.com/books/mono/10.4324/9781315848853/inside-family-viewing-

routledge-revivals-james-lull
 Richard’s Cultural Mirrors print friendly article. (n.d.). Developing Teachers. Retrieved

September 19, 2021, from

https://www.developingteachers.com/articles_tchtraining/tv2pf_richard.htm

 Rural India not in the dark when it comes to watching TV. (2017, February 22). The

Economic Times. https://economictimes.indiatimes.com/rural-india-not-in-the-dark-when-it-

comes-to-watching-tv/articleshow/57289872.cms

 Euromonitor.