Authors: Soumyabrata Sengupta
Abstract: This paper examines the transformation of television content in India following the economic liberalisation of 1991, with particular emphasis on the diversification of programming and the emergence of segmented audiences. Drawing upon historical context and policy changes, it traces how liberalisation enabled private broadcasters to challenge state monopoly, resulting in thematic channels and targeted content strategies that reshaped viewing habits across generations. The study also explores the impact of Over-The-Top (OTT) platforms, which have revolutionised content consumption by offering personalised, on-demand access and encouraging niche programming. By analysing audience behaviour and media market dynamics, the paper demonstrates how capitalist reforms and digital innovation together transformed Indian television from a state-driven, generalist medium into a competitive, audience-centric landscape. Index Terms- Social Media, Youth Behavior, Adolescent Psychology, Digital Communication, Self-Perception, Online Identity.
DOI: https://doi.org/10.5281/zenodo.16410844
