The Role of Indian TV Serials impact in Shaping Consumer Choices

Abstract

TV serials have a powerful influence on people's socio-cultural behaviour. Unlike cinema, which concludes within two to three hours of playtime, TV serials are shown in episodes over several months or even years. This makes the characters more familiar, often to the extent that the viewer subconsciously imitates them. This is why TV serial producers also tend to portray the relatable lives of people, primarily those who fall into middle-class society. In this way, people can relate to the characters and their everyday lives with their own lives. The study's principal objective is to assess and analyse the role of TV serials in bringing about socio-cultural change by influencing the viewers.