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Authors
Affiliations
1 Department of Humanities & Social Sciences (HSS) Indian Institute of Technology Kharagpur, IN
2 Department of HSS IIT , Kharagpur, IN
Source
Media Watch, Vol 1, No 1 (2010), Pagination: 1-6
Abstract
As the tr ansnational media and advertising tries to negotiate with the middle class consumers in India, unique patterns of fusion in the discursive structure of the television commercials are af loat. There is a proliferation of media c hannels and abundance of technology, and increased competition in the global Indian marketscape . The desire for distinction and br and optimization amid the c lutter of advertisings is pushing the industry for fresh modes of connecting with the customers resulting in the formation of hybrid advertisement content. The present paper proposes that cultur al and tele-visual hybridity in the Indian television commercials is inevitab le and has to undergo the test of revision and adaptation. The paper builds up the cenrt al issue of synergy between production, design and technology on the one hand and marketability, deli very and management on the otrhe . The paper r ationalises the link between technology and management and positions the research objective on the backdrop of the key problematic area. The second part of the paper deals with the concepts of design and delivery with relation to television commercials, while the third part addresses cultur al and tele-visual hybridity embedded in the television commercials. The fourth part is a close study of three television commercials collected from Z Cinema via Tata Sky. The fusion of rt aditional elements of Indian middle class life with the modern counterparts in the discursive structure of the advertisements is discussed. The implications of the hybrid audio-visual patterns as a str ategic instrument catering to the br and aspir ations are highlighted. Finally, a conceptual model of the next gener ation technology knocking at doorsteps and their relation to advertising hybridity and management is proposed.
