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Ethnography of TV viewing behaviors: A case-study in Mumbai
Ethnography of TV viewing behaviors: A case-study in Mumbai

This project, funded by MSTV SVC, contextualizes changing television viewership from an ethnographic study of 40individuals and 11 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 a backdrop, the study purports to do the following:

  • Evaluate techno-social scenarios of new TV services in conjunction with family usages of the Internet and mobile devices
  • Examine how these fit into existing everyday rhythms and routines of family viewing.
  • Gauge initial audience response to nascent interactive TV services

Research Interns: Sumitra Nair, Raj Kumar Rath


Rangaswamy, N (2008), " There is no entertainment without TV: Changing TV environments in India", EUROITV 2008, Salzburg

Rangaswamy, N (2008), " My TV is the family oven/toaster/grill/: Personalizing TV for the Indian audience", UXTV, San Francisco