MATCHES ARE MADE IN HEAVEN: TRADITIONAL MODERNITY ON OVER-THE-TOP TELEVISION IN INDIA
DOI:
https://doi.org/10.29121/shodhshreejan.v2.i2.2025.38Keywords:
Over-The-Top (Ott) Television, Cultural Narratives, Traditional Practices, Indian Matchmaking, NetflixAbstract [English]
This study examines the evolution of television in India, focusing on the transition from traditional TV to over-the-top (OTT) platforms. It explores how OTT content, particularly the Netflix series "Indian Matchmaking," balances traditional values with modern sensibilities. The research traces the development of Indian television from state monopoly to digital revolution, analyzing its impact on societal norms and cultural values. The study highlights the growing influence of OTT platforms in shaping viewer preferences and cultural narratives, especially among young urban audiences. It discusses the economic implications of this shift and its effects on content creation and consumption patterns. The paper also delves into the representation of marriage and family themes in "Indian Matchmaking," examining how the show navigates traditional practices within a contemporary global context. The research concludes by reflecting on the broader societal impact of OTT platforms and their role in shaping cultural identity in an increasingly digital India.
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