Indian Television Commercials — State of the Art to Future Technology

As the transnational media and advertising tries to negotiate with the middle class consumers in India, unique patterns of fusion in the discursive structure of the television commercials are afloat. There is a proliferation of media channels and abundance of technology, and increased competition in the global Indian marketscape. The desire for distinction and brand optimization amid the clutter of advertisings is pushing the industry for fresh modes of connecting with the customers resulting in the formation of hybrid advertisement content. The present paper proposes that cultural and tele-visual hybridity in the Indian television commercials is inevitable and has to undergo the test of revision and adaptation. The paper builds up the central issue of synergy between production, design and technology on the one hand and marketability, delivery and management on the other. The paper rationalises the link between technology and management and positions the research objective on the backdrop of the key problematic area. The second part of the paper deals with the concepts of design and delivery with relation to television commercials, while the third part addresses cultural and tele-visual hybridity embedded in the television commercials. The fourth part is a close study of three television commercials collected from Z Cinema via Tata Sky. The fusion of traditional elements of Indian middle class life with the modern counterparts in the discursive structure of the advertisements is discussed. The implications of the hybrid audio-visual patterns as a strategic instrument catering to the brand aspirations are highlighted. Finally, a conceptual model of the next generation technology knocking at doorsteps and their relation to advertising hybridity and management is proposed.