ABSTRACT
The kingdom of Bhutan drew the international spotlight in 1999 when it became the last nation on earth to introduce broadcast television. It was a deliberate and strategic move by a country that for centuries had chosen to isolate itself from the rest of the world, turning inward to nurture its own culture. The small Himalayan country, whose population in 2013 was estimated at just 733,000, 1 sits uneasily between two feisty behemoths – China and India – each with over a billion people and an ongoing history of border disputes. Bhutan has long been wary of being swamped, either politically or culturally, by these larger neighbours, as well as the world beyond (Penjore 2004).
