ABSTRACT
Kashmiri language is spoken in some parts of the Jammu and Kashmir state and in various geographical pockets all over the world where Kashmiris migrated after 1989 when the insurgency began in the state. The insurgency and the subsequent migration coincided with the era of globalization and the media revolution. This resulted not only in economic integration but also led to a vibrant exchange of ideas and thoughts, primarily through global media exposure. The world came closer through social and cultural influences, which facilitated intermingling of ideas and ideologies. The summer capital of the state, Srinagar, had the distinction of being the third Doordarshan Kendra, way back in 1973, which along with the already popular radio station disseminated the distinct Kashmiri culture and promoted the Kashmiri language. The main purpose behind the early introduction of mass media in the valley was to create counter propaganda to the Pakistani media onslaught; however, the rich programme content based on shared history got a warm reception from the audiences, leading to the creation of Kashmiri television—‘the programme plan and infrastructure’ being devised keeping in mind the cultural ethos of Kashmir and the requirement of the people. This further led to reinforcing the strong culture of media viewership and participation. With a changing political situation, there was a corresponding effect on the content, control, and consumption of media, over a period. During the following years of turmoil and terrorism, that caused severe disruption in the valley, the media too was affected. In 1999, there was the advent of DD Kashir. The channel was launched specially to beam programmes of interest to the people of the state, with a thrust to reach the remotest villages and sensitive border areas of the region to bring a sense of togetherness among the people therein. The Kashmiri cable networks, opening up of the Internet media, and other such developments were soon replaced with complete media blackout and banning of programmes and channels, resulting in frustration amongst Kashmiri audiences. For those outside the valley, these events severely altered their lives—changes were seen in their lifestyle, their politics, and survival strategies. Without getting into the politico-governance issues of the state, this chapter seeks to examine sociologically how the shared culture and language represented in the popular media DD Kashir Television, since 1999, has evolved in diverse ways and assumed different meaning for its audience.
