ABSTRACT
Researchers have estimated that there are more than 780 languages in India. There is greater realization of the need to preserve linguistic heterogeneity and, yet again, media has come to the rescue of lesser-known languages that are being crushed under the weight of the language of the majorities. The state of Karnataka is the home to the Kannada language spoken by the majority of the population. Kannada journalism was built on the citadels of a rich heritage of Kannada literature. Regional television channels have become bastion of local culture, reflecting language, lifestyle, socio-economic status, and aspirations of the regional people. Tracing the growth of Kannada television media suggests that market segmentation on linguistic lines has led to the control of key media market by big corporate empires enjoying the support of advertisers.
