In October 1996, when STAR Plus, initially an all-English general entertainment channel originating from Hong Kong, entered India, it began producing a Hindi-language block of programming between 7 and 9 PM. This phenomenon is the best example of:
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Glocalisation
Option (1) Globalisation — Incorrect. STAR’s arrival from Hong Kong is part of globalisation, the stretching of relationships across the world. But the question turns on what the channel did after it arrived – switching to Hindi programming – and that blend of the global with the local has its own name.
Option (2) Westernisation — Incorrect. Westernisation is the change in Indian society and culture brought about by British rule. STAR Plus moved towards an Indian language, the opposite direction.
Option (3) Glocalisation — Correct. Glocalisation is the mixing of the global with the local, a strategy foreign firms adopt with local traditions to enhance their marketability; all the foreign television channels like Star and MTV use Indian languages. STAR Plus, an English channel from Hong Kong, began a Hindi block between 7 and 9 PM in October 1996 and later became a solely Hindi channel.
Option (4) Urbanisation — Incorrect. Urbanisation is the growth of towns and cities. A channel changing its language of programming has nothing to do with it.
NCERT (2025-26): “Television … Perhaps the most dramatic adoption of localisation was carried out by STAR TV. In October 1996, STAR Plus, initially an all English general entertainment channel originating from Hong Kong, began producing a Hindi language belt of programming between 7 and 9 PM. By February 1999, the channel was converted to a solely Hindi Channel and all English serials shifted to STAR World, the network’s English language international channel. Advertising to promote the change included the Hinglish slogan: ‘Aapki Boli. Aapka Plus Point’ (Your language/speech. Your Plus Point) (Butcher, 2003).…” “Homogenisation Versus Glocalisation of Culture … Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous. Nor is it entirely delinked from the commercial interests of globalisation. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages.…” |