Youth culture and its popular representation- The Dawn of a new era

Youth culture in India was first imported by MTV and Channel V during late 1990’s and early 2000’s. During those days, the only way these channels could make their potential customer base was to promote themselves as youth channels.

They fielded young and dynamic VJ’s to host their music programs and they made various spoof videos like Bakra and Fully faltoo. The Indian youth those days had practically no representation in television and started to identify their identity with MTV and Channel V.

These youth channels made good business with youth as their theme. But they somewhere never made very good TRP’s in India as Indian tv was full with Saas Bahu saga. During the first decade of the 2000’s the tv industry thrived on family drama often filled with high emotions and low quality acting.

The tv channels started shows like roadies and splitsvilla to attract the youth again. While they garnered good popularity with these shows, they lost their original themes as roadies became a place where you just show-off your ego and rudeness, whereas splitsvilla became another tv program with women continuously fighting around.

In this whole process there were a few guys like Arunabh Kumar, Tanmay Bhatt, Abish Mathew who wanted to create something new for the youth as they themselves belonged to a generation where they grew up watching MTV and Channel V.

When in 2010 Aruunabh Kumar approached these channels for a youth oriented sitcom, these channels were already in the race for massive trp’s and thus they had started showing soap operas. They didn’t find Arunabh Kumar’s show very meaningful and thus denied a slot.

During these times, broadband internet connection was becoming affordable for the Indian masses and people were having high speed internet available at their home and YouTube was gaining much larger popularity in India. Arunabh Kumar just cashed the opportunity and started his own channel, The viral Fever or TVF at YouTube.

Almost at the same time Gursimran Khamba, Ashish Shakya, Tanmay Bhatt and Rohan Joshi came up with their own channel, AIB.

They started changing the theme of popular culture among the Indian youth. They started gaining popularity with their no-nonsense programs and strong acting. Their show was filled with everything except lose script and overacting.

Their themes were related to the youth better than bakra and fully faltoo. Some other channels like Being Indian also came up with some different themes like going to the public and taking their opinion regarding some matters of public concern.

Thus the youth started getting a voice of their own. They started getting this attention because of strong humor and skill acting at the same time. They got their own image among the themes adapted by these channels.

The trend has led these channels doing awesome business as well as becoming the voice of the youth.


About Abhisek

Creative Writer, Blogger, Traveler, Finance Professional
This entry was posted in business, marketing, social stories and tagged , , , , , , . Bookmark the permalink.

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