Invasion from the skies

Increased competition and shrinking budgets have forced public service broadcasters around the world to reconsider their role. Doordarshan, India’s public service television network, shares the problems faced by its counterparts in more developed countries. Although it continues to enjoy the luxury of being the only television network broadcasting its programs from within national boundaries, it has had to change its policies and programming to compete with foreign television channels including Murdoch’s Star TV. However, it is the Indian audience that has benefited most from this competition from the skies in the form of improved quality and quantity of programs. This paper reports on an audience survey carried out in India earlier this year to gauge television viewers’ perception of these benefits. The paper also gives background on the developments in the
television industry in India.