However academic research studies that articulate this are very few and far between in the Indian context. The myriad content (Western, Japanese and indigenous) on children’s television channels is redefining the social and cultural construction of childhood. The last fifteen years have witnessed the rise of many 24-hour children’s television channels in India. The evolution of exclusive children’s television channels was a major development in this scenario. The programming content, technique, reach and reception got significantly reconfigured.

Indian television in particular was a major beneficiary of this change.

The post-liberalization era impacted Indian media significantly.