ABSTRACT
Initially, all communication and proliferation of ideas and instructions were conveyed through different mediums. With the arrival of alphabets, dissemination of information through moulds, engraved blocks, and handwritten cloth began. The arrival of the British in India also saw the birth of the printing industry that gave rise to journalism. Gujarat, known as the Jewel of Western India, is a state where Gujarati is spoken as the mother tongue with dialectal differences that one finds in most other Indian languages. With the coming of liberalization, privatization, and globalization, the reading, listening, and viewing habits of Indians changed. Gujaratis were no exceptions. This chapter demonstrates how regional channels developed in Gujarat. Through the journey of different TV channels in Gujarat this chapter traces out how these channels have not served what they promised to during their set up. It also analyses how market forces, political culture, and changing socio-psychology of the Gujarati people have shaped TV content.
