From its Delhi moorings in the late 1950’s till date, the Indian television has gone through steady
evolution marked by phases of silent or radical revolution. Born with a political agenda of national
reconstruction and turning out to be an ideological hegemony, its course has been redefined by
absorbing transnational media participation and the dispersion of ideas in regional channels. It is to
be noted that the Indian media market has shown resistance to both global as well as national cultural
hegemony. While large scale glocalisation by the transnational media networks these days is the
recognition that Indian market and culture cannot be radically colonised, the expansion of regional
language channels later has weakened the hegemonic authority of national networks. The Indian
market today is defined by the simultaneous presence of the global, the local, the regional, and the
glocal media signifiers. Taken together, these significations point at a larger picture of glocalisation of
market culture, especially, where the consumer agency consists of participants across space, class,
gender, and generation.