Kathmandu (abpnepal) : Nepal’s citizens may have to go through a cultural shock of being exposed to new and non-relatable content on television, if new advertising rules are notified, which in turn will also mark the downfall of the burgeoning broadcasting sector.
Sources said that Kathmandu’s proposed advertising rules mandate foreign channels to broadcast without any advertisements, and the biggest impact would be on Indian TV channels, who may find it unviable to do so, because of increased costs to cater to the Himalayan nation.
Nepal is a lucrative market as it digitizes its broadcasting distribution sector. But forcing out these channels would also mark the entry of channels from China and Pakistan, to influence cultural fabric and public opinion, and that’s not a desirable stance, critics say. Television is a cultural ambassador between Kathmandu and New Delhi. Culturally, about 84% of its 30 million population follow Hinduism and relate themselves closely to the traditions, culture and customs in India, as well the television programs that reflect their beliefs and faith.
Linguistically, about 44.6% speak the official language of Nepali, followed by about 11.7% speak Maithali; 6% follow Bhojpuri; 5.8% are of Tharu language; 5.1% belong to Tamang language; 3.2% are of Newar language; 3% of Bajika language; Avadhi constitutes 1.9%; and Limbu consist of 1.3%, which in total means 82.6% of its population understand a language which has its roots in Devanagari an ancient Brahmi script, used in the subcontinent. Hence, they prefer content which they can understand and relate to.
In fact, at least 4 million Nepalese are estimated to be working in India, and their remittances back home, make a large part of the country’s economy and consumption. These non-resident Nepal citizens are already exposed to Indian content thus making Indian satellite television channels broadcasting more popular and relatable within them.
The case in point, if foreign channels, mostly Indian content is forced to take off-air because of business unviability, Nepalese will be forced to watch other foreign content such as Pakistani and more likely Chinese channels, which they may relate to — culturally, traditionally and language wise. Such an undesirable development in the broadcasting industry will only force Nepal audience to face a cultural shock.
“Unlike India and other countries in the region, the big chunk of people watching Nepali TV channels do so for news (85%) followed by entertainment (43%). When asked why, a majority said they did not find Nepali entertainment programs particularly appropriate,” according to Nepal Media Survey, a study by Sharecast Initiative, a Kathmandu-based not-for-profit distributing company.
At the same time, they are likely to choose digital platforms to consume more of content which they relate to, resulting in declining viewership for the broadcasting industry, and marking its downfall. Thus the proposed advertising regulations will have an adverse impact on the broadcasting industry and is unlikely to achieve its objectives. On the contrary, it may result into something that has neither been intended nor anticipated.
