Television Survival Under the Pressure of New Media: A Survey and Content Analysis Study in Tamil Nadu

Abstract

The emergence and rapid growth of new media platforms such as Over-the-Top (OTT) streaming services and social media have profoundly transformed the media consumption landscape worldwide. Traditional television broadcasters face increasing challenges in retaining audiences, particularly among younger viewers who prefer digital platforms. This study investigates how Tamil television channels in Tamil Nadu, India, are surviving and adapting under the pressure of new media competition. Employing a mixed-methods approach, the research comprises a survey of 500 respondents spanning urban and rural areas and a content analysis of 90 prime-time programs from three leading Tamil television channels. The survey reveals generational and demographic differences in media consumption preferences, with younger audiences favoring OTT and social media, while older audiences continue to rely on traditional television, especially for culturally relevant programming. The content analysis indicates television’s strategic incorporation of digital interactivity and cultural localization as key survival tactics. The paper discusses the implications of these findings for broadcasters, advertisers, and policymakers and suggests avenues for future research.