The Impact of American Television on Urban India

chillibreeze writer — Rachna Chittyana

“Hi Linda, I'm Rachel Green, calling to inform you about your credit card payments.”

Well, there's also the chance that you might get a call from Ally McBeal, Seinfeld, Susan Myer, or Joey. If you think it's a surprise call from your favourite sitcom character- think again! In all likelihood, the phone call is from a call center somewhere in India. Several of the sitcoms may have come to an end in the U.S. and the characters long forgotten, but they continue to live on in India, courtesy the large number of American-sitcom-inspired pseudonyms used in Indian call centers.

Welcome to the ‘Free World’

American television has had a huge impact on the upwardly mobile, middle-class urban Indian. In the early nineties, the emergence of satellite television also saw the liberalisation of urban Indian culture. The young urban Indian, who for several years had to make do with the dull fare dished out by one television channel, suddenly had the 'free' world in his living room. America's sitcoms, soap operas, reality shows, movie stars, fashion trends and music have become staple fare that is here to stay. The “Friends Culture” is what's hip and happening.

Changing Relationships

The immense popularity of American television programmes is visible in the changing values in urban India. It has spawned a new culture where several conservative Indian attitudes have taken the back seat. Until a decade back, even a platonic relationship among members of the opposite sex was frowned upon. However, today, with increased exposure to American sitcoms, dating has not only become a common phenomenon in all Indian metros, but also socially accepted. This is evident in the growing numbers of web sites devoted to finding your soul mate, agony aunt columns, and television shows like ‘Crush’ and ‘Loveline’.

Changing Lifestyles

American sitcoms have also had a considerable impact on popular culture in urban India, from socializing to fashion and even language. As Central Perk is to ‘Friends’, Coffee Day and Barista is to the young Indian. Cafes are the coolest places to be, where apart from lounging over cups of coffee for hours, you can even play Scrabble, read books, and play the guitar. American sitcoms and dramas mirror all the latest fashion trends and hip brands, which is a huge draw for the fashion conscious, brand crazy youth. It's not uncommon to hear women asking for Ally Mcbeal's hairstyle or highlights like Rachel's. The use of American English is also fast superseding the Queen's English as the preferred parlance in social, academic, and business circles.

Increasing Independence

Another emerging trend is the idea of 'moving out'. In India, where family ties and values are very strong, the concept of moving out of one's parents' home was alien. However, today, with increased financial independence and popular television that stresses autonomy, it has become increasingly common. “There were times when I felt like my folks were just from another planet. The rules and do's and don'ts were so suffocating! So I decided to move in with my friends. We're two gals and three guys living together and having a blast. It's the real-life version of Friends and Will and Grace,” says Natasha, a 21-year old call center executive.

Strengthening the Fairer Sex

For most urban women the appeal in American programming lies in its representation of the fairer sex. A study conducted on Indian television programs found that women were invariably shown as passive and meek homemakers. In a majority of American programs, the portrayal of women is that of a capable and thinking individual, who can compete with men on equal grounds. This, for many, is a welcome change from the stereotypical docile women in the saas-bahu serials that make up a large part of the Indian television scene.

Keeping it Real

American television programming concepts have also had a huge impact on the Indian television scene. Reality shows are a huge hit with urban Indian viewers. Apart for American reality shows like Survivor and Amazing Race that are very popular, the Indian adaptations of American reality shows have rewritten the history of Indian television programming. India's variation of Who Wants' to be a Millionaire, Kaun Banega Crorepati, is one of Indian televisions biggest success stories. It has been the number one show in India with consistently high TV ratings. Indian Idol, a spin-off of American Idol, is yet another success story. “Reality television is popular because the audiences identify with the contestants and their ups and downs. A dream coming true for someone they relate to is what appeals most to audiences of reality shows,” says Archana, a counsellor.

From call center pseudonyms to coffee culture, from its influences on fashion to its impact on Indian television programming, American TV has made its presence felt in urban India. So grab some popcorn, plop down on your bean bag and tune in for some laughs on ‘Friends’!

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Rachna writes for chillibreeze