ABSTRACT
The role of television in democratic politics has been a subject of political
communication studies at least since John F. Kennedy’s performance on
televised debates supposedly turned around his electoral fortunes and won
him the 1960 US presidential election. In India too, the potential of the
medium in political communication has mostly been analysed in the context
of how television coverage of political leaders and parties, or the lack of it,
affects voting behaviour. This chapter differs in its approach. In analysing
television’s role in electoral politics in the southern Indian state of Tamil Nadu, it does not look at discourses prevalent on television. Instead, it
underscores how the medium itself has become a part of political discourse,
particularly during elections. It points out how television acquired centre-
stage as an electoral issue in the 2006 Tamil Nadu assembly elections, even
going to the extent of dictating poll alliances. Tamil Nadu offers an inter-
esting case study to understand the interface between television and Indian
politics not only because Tamil films and state politics have been inex-
tricably intertwined for decades, but also because the two notable political parties in the state have a stake in the private satellite television business.
