Consumerism
Television expanded the consumer culture and made it a mass culture by providing new outlet for selling the products. It became a major medium of advertising. The commercialization of Indian television intensified the nationwide policy debate about television’s role.
That favouring commercialization claim that it provides funds for improving production of TV programmes, while the detractors of the policy argue that such TV programme quality comes at a high price.
It encourages competition among advertisers for larger audiences. Moreover advertiser caters to urban masses and the needs of poor are neglected. Teleshopping networks have developed all over the country.
It is another method of selling consumer goods. It is designed to stimulate instant sales. This has further boosted the consumerism.
A study conducted by ORG revealed that majority of the viewers under the study purchased commercial products after seeing them advertised in television. Younger viewers, heavy viewers and those with higher levels of mass media exposure showed higher levels of consumerism.
