Rangaswamy and N
The paper contextualizes changing Television viewship from an ethnographic study of 39 individuals and 10 families, in Mumbai, India. Over the last decade, the Indian audiences have been witnessing rapidly transforming television technology, content and services. With changing TV scenarios as backdrop the paper purports to do the following; 1. To evaluate techno-social scenarios of new TV services, 2. To examine how these fit into existing everyday rhythms and routines of family viewing, 3. To gauge initial audience response to nascent interactive TV services. We lead arguments to discuss a set of factors that emerged as critical in influencing families to adopt new interactive TV services as everyday entertainment.