Research
Affluent living rooms dominate on TV, says study
It is only the ‘privileged‘ urban homes that feature on satellite channels in India, finds a study conducted on gender representation on satellite television by the Delhi based Centre for Advocacy and Research.
While domestic space seems to be the preferred television setting for the dramas to unfold (79 per cent on terrestrial, 71 per cent on satellite), less privileged homes do not figure at all on Zee, Sony and Star – the three major mainstream channels, while terrestrial channels deign to give five per cent representation to the lower strata. The office, notes the study, is a far less popular setting, as are schools and colleges – thus implying that, despite the affluent lifestyle portrayed, the concurrent professional and livelihood struggles are not given due display on the tube.
The study conducted by CFAR along with Proshika and Asmita, pressure groups for the advancement of women through media activism in Bangladesh and Nepal, studied 50 hours and 30 minutes of fiction during early 2002. The satellite channels monitored were Zee, Star Plus and Sony, while the terrestrial channels monitored were Nepal TV, Ekushey TV and BTV.
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The sameness of what is being portrayed on television finds an echo in the results of the survey which indicate that conversations on the telephone, be it a landline or a mobile, are one of the most popular activities on TV shows today. The activity is a close second to domestic conversations, which eat up 84 per cent of time on Star‘s shows, 56 per cent on Sony shows and 53 per cent on Zee‘s shows. Despite the predominantly domestic setting, however, the number of individuals shown doing household chores is a negligible three per cent on Star, an equal figure on Zee and a slightly higher four per cent on Sony.
The qualitative analysis done by CFAR points to a clear resurgence of the family on television, a departure from the serials which dealt with social issues and the assertion of women in the early 1990s, like Humraahi, Pukaar and Adhikaar. ‘Now, the family is being packaged and marketed as a ‘dynamic entity‘ that allows for continuity and change.‘
serials, points out the study, are almost exclusively about rich, business joint families far removed from the reality of millions of viewers. Marriage remains the anchor for the assertion of the family, so much so, that individual rights are subsumed to the collective welfare of the family.
The study has also highlighted some aspects about television which it says, could be potentially worrisome. Serials, says the study, promote the belief that the family is a private affair and above the law. Gender groups, says the study, need to pay attention to this because the issue of ‘rights‘ goes beyond morality and ethical values to the recognition of the individual‘s legal rights and that their transgression requires proper legal redress.
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The one dimensional portrayal of men and women is also problematic from the point of view of social realism, says the study. ‘To depict the family as an end in itself without any interest in or interaction with the larger community to which it belongs, is contextually extremely limited. Efforts should be made to locate the family within a social framework‘, says CFAR.
Pointing out that television needs to become more pluralistic and representative to reflect popular history of the times, the study notes – ‘Given the fact that we have stark social disparities, it is important that TV channels, sponsors and producers be sensitised to the ethical problems of presenting such lavish and even irrational lifestyles.‘
MUMBAI: Food and travel are officially the ultimate power couple.
As National Tourism Day approaches, the Godrej Food Trends Report 2024 has spotlighted culinary tourism as the driving force behind a revolution in Indian travel. No longer a side dish to the main event, food has claimed centre stage, transforming vacations into unforgettable, flavour-filled journeys.
In 2024, Indians travelled more frequently and for longer durations, with vacation spending surging nearly 25 per cent. A significant chunk of this increase was fuelled by travellers seeking unique and immersive culinary experiences that connected them to local cultures. Whether exploring bustling spice markets or learning time-honoured recipes from community experts, food became the heartbeat of modern Indian vacations.
The Godrej Food Trends Report 2024, curated by Godrej Vikhroli Cucina with insights from over 190 food experts, revealed the top culinary trends shaping Indian travel:
1. Street food and market tours
With 94.1 per cent of experts highlighting their popularity, vibrant food streets and spice markets emerged as must-visit attractions. From the zesty flavours of pani puri to the aromatic whiffs of garam masala, travellers immersed themselves in the diverse culinary fabric of India.
2. Culinary site tours
Nearly 92.3 per cent of experts predicted continued interest in these immersive experiences, where travellers visited tea estates, artisanal cheese hubs, and other production sites. These tours offered behind-the-scenes glimpses into the craft of food making, adding an educational edge to the journey.
3. Home dining experiences and local expertise
Around 87.5 per cent of experts noted a surge in travellers booking home dining experiences. These intimate interactions with local experts allowed visitors to learn traditional cooking techniques, taste signature regional products, and gain a deeper appreciation for India’s culinary heritage.
“Food is no longer just a part of the travel experience, but its very essence,” said A Perfect Bite Consulting MD & the annual report editor Rushina Munshaw Ghildiyal. “Today’s travellers are not just seeking destinations but connections—immersive, authentic experiences that allow them to explore the heart of a place through its culinary heritage. Whether it’s walking through vibrant spice markets, learning traditional recipes from local experts, or savouring unique regional flavours, food has become the bridge that links people to cultures and stories,” she elaborated.
This surge in culinary tourism isn’t just reshaping Indian vacations; it’s creating opportunities for local communities and small brands to showcase their culinary culture. From bustling street vendors to small-scale producers, the movement is helping amplify India’s rich food heritage on a global stage.
As the country celebrates National Tourism Day, travellers are invited to embrace the fusion of food and travel—a blend that promises to redefine how people experience culture and destinations in the years to come.
The Godrej Food Trends Report 2024 is available for download at www.vikhrolicucina.com.
