Desi TV Making Inroads In America
- By Sam George
- Published 10/27/2007
Sam George is the Executive Director of PARIVAR International - a non-profit initiative to address the needs of youth and families of Asian Indian origin in North America and to the Asian Indian community worldwide. Parivar means family in many Indian languages. Sam George also serves as one of the founding directors of Urban India Ministries
www.UrbanIndia.org Sam George and his wife, Mary have spoken at premarital and family events in many countries. They are parents of two boys and make their home in the northern suburbs of Chicago. Sam is the author of the book “Understanding the Coconut Generation: Ministry to the Americanized Asian Indians." Check out this website www.CoconutGeneration.com Coconut (brown on the outside, white on the inside) is a metaphor for the Americanized Asian Indians. Sam George can be reached at firstname.lastname@example.org
There are plenty of viewers in America for the programs in Gujurati, Hindi, Malayalam, Tamil and Telugu. Besides entertainment value, this also provides a cultural link to India. They are fed with masala stories, news and their favorite stars. Of course, Indian brands and products are growing its market share for dollar value.
The Indian TV producers are discovering the small but economincally strong Indian American community and have started marketing their programs to them, much like what Bollywood has been doing lately. They are also weaving into NRI stories to attract them. Many young Indian American producers have also entered the rings.
Part of this package deal is channels and programs in Indian spirituality - AASTHA spiritual network hopes to fill the spiritual vaccum for mainstream American audience. Yoga, new age gurus, Indian devotional music etc will find a much larger viewership in America. But what happens when New Age spirituality gets old?