© Kamla-Raj 2016 J Communication, 7(2): 178-185 (2016)
“The Global Link”: Digital Satellite Television (DSTV) and its Impact on People of Indian Origin in Durban, South Africa
Shanta Balgobind Singh
University of KwaZulu-Natal, Howard College Campus, King George V Avenue, Glenwood, Durban, 4041, South Africa Telephone: +27 31 2607895; Cell: +27827423148; E-mail: [email protected]
KEYWORDS Diaspora. Media. Program Bouquets. India. Religion
ABSTRACT This paper examines how the various Indian programs screened via Digital Satellite Television (DSTV) have emerged, become household topics of conversation, and impacted various Indian families in Durban, South Africa. The globalization of digital media and the introduction of cable channels such as Zee TV, B4U, Al Jazeera and NDTV have created a new impetus and encouraged South African Indians to take stock of their culture, customs, fashion, cooking and rituals. It has become a driving calling for People of Indian Origin (PIO’s) to travel to India to view the locations that are included into the making of the soaps and movies and participate in pilgrimage within the diasporic spheres that facilitates a sense of belonging with the Indian continent. This study is based on interviews with males and females in four different locations in Durban and explores the impact that viewing of the different programs bouquets on DSTV has on the lives of Indian population.
INTRODUCTION was to focus upon the links between being South African and being Indian South African in a post- The inspiration for this paper came about apartheid context, and how People of Indian after several family get-togethers over the past Origin identify with India as their land of origin. few years when the researcher would hear her In order to comprehend the identification of siblings, aunts (and even uncles), debate, dis- South African Indians with Indian cinema and cuss, become emotional and even predict the television programs, one must first understand outcome of different movies, “soapies” or seri- the initial arrival and inhabitation of Indians in a als that they were watching on television. They foreign land, South Africa. It helps to demystify would discuss food, fashion and entertainment. that India-South Africa relations goes beyond At times the discussions would become so in- economic trade and has consequences for the tense and poignant that one would assume they complex diasporic community in the emerging were discussing a real life situation within the democracy in the South of the African continent. immediate family. Furthermore, when an aunt of the researcher died a few years ago, her uncle, METHODOLOGY who lived alone, stated that “had it not been for the Indian programs on television he does not This study was conducted in Durban, Kwa- know how he would have passed his days Zulu-Natal which has the diverse Indian popu- alone”. These comments provided the research- lation in South Africa concentrated in this area er with the impetus to pursue in a more forma- which is the largest city and has the most sub- lised investigation the impact that cable chan- stantial Indian population in sub-Saharan Afri- nels (both North Indian and South Indian) such ca. South Africa as a whole also has a substan- as Zee TV, B4U, Al Jazeera and NDTV had on tial Indian population, with over 1.3 million peo- Indian families in Durban, South Africa and ple of Indian descent (Census 2011). Therefore, whether this impacted on their sense of belong- Indian influences have contributed to the multi- ing to the Indian subcontinent. This paper also cultural diversity of South Africa. This study is examined how the various Indian programs based on a three pronged approach. Firstly email screened via Digital Satellite Television (DSTV) communication and telephonic interviews with have emerged, become household topics of con- staff of Multichoice in Johannesburg and Kwa- versation, and impacted the social and political Zulu-Natal were conducted in January 2014. Sec- lives of its viewers and various Indian families ondly 100 questionnaires consisting of both in Durban. The main purpose of this research qualitative and quantitative questions were giv- “THE GLOBAL LINK”: DIGITAL SATELLITE TELEVISION 179 en to respondents in three different areas in case of South Africa is the one undertaken by Durban, KwaZulu-Natal; the South, North and Prof. Anand Singh titled Reculturation through Central areas. Sixty–seven of these question- the Old Media – Contribution of Zee TV towards naires were completed. the Rise of Ethno-nationalism amongst PIOS in Thirdly interviews and discussions with both Durban. DSTV Indian is South Africa’s only 24- males and females in different locations in Dur- hour Indian television entertainment offering and ban focused on Indian television programs and catering to the viewing preference of both North whether this has grown in popularity and ap- and South Indian communities. According to peal since its initial introduction 12 years ago. latest TV audience research, Zee TV secures the The interviews also explored the impact that the number one position in viewership under viewing of these different programs on the North the Indian TV channels available in South Afri- and South Indian bouquets on DSTV had on ca-over 7 day period (Ferreira 2010). TV chan- the lives of the Indian population in Durban, nels such as Zee TV, Sony Entertainment, and South Africa. Star Plus telecasting travel documentaries, over- seas location shooting of its soaps and cookery RESULTS shows, as well as talent quests help to “sustain the triadic relationships that migrants forge be- The Table 1 represents the distribution of tween their countries of birth or ancestry, coun- respondents according to gender. tries of settlement and the wider settlement” (Dudrah 2005). Table 1: Gender distribution of respondents On 20 January 2014, the researcher wrote an email to MultiChoice requesting any informa- Gender Percentage tion pertaining to how the Indian series screened on both the North and South Indian bouquets Male 34.3 Female 65.7 have impacted on lifestyle, how people watch- ing these series and movies will not give up on Females comprised almost two-third of the these channels, and what gap this has filled within study sample whilst males comprised a third. the community – the role television has played Majority of the male and female respondents were in bridging this gap. On the 27 January 2014, the between the age categories of 22 to 65 years. researcher received an email from Multichoice (names are withheld due to confidentiality) stat- Table 2: Gender distribution of respondents by ing: “We haven’t any recent qualitative research faith group (last I am aware of was about 6 years ago). Even DSTV (which is just viewing, not what Gender Christianity Islam Hinduism people are thinking and feeling) does not cov- (%) (%) (%) er the Indian packs. So unfortunately I am not Male 6.0 11.9 16.4 aware of anything that we can assist with”. Female 1.5 20.9 43.3 After numerous telephone calls to Johannes- Total 7.5 32.8 59.7 burg and KwaZulu-Natal, going through vari- ous departments within MultiChoice that deals Given the religious composition of the di- with the promotion and screening of the pro- aspora the study sample comprised an almost grams on DSTV, the researcher received the fol- fair distribution of faith groups. For all three faith lowing email on the 28 January 2014: “I am so groups, the age range was between 22 to 65 years sorry to be the bearer of bad news, unfortu- which is in keeping with the demographic trends nately the people that I thought could assist within the diaspora (Table 2). will not be able to do so”. The researcher thereafter decided to concentrate on the quali- tative research in the questionnaires that were Analysis of Telephonic Interviews with distributed and the interviews conducted. MultiChoice Analysis of Questionnaires Literature study on the impact of Bollywood DSTV in influencing Indian diasporic communi- A number of questions were asked of the ties is uncommon. The only known study in the respondents, some of which were: 180 SHANTA BALGOBIND SINGH
• Has watching these programs impacted on about either the way actors played their roles or your family life? the lessons that the stories have to teach to the • Has watching your choice of bouquet/pro- wider public about morality, responsibility and grams given you a better understanding honesty, among a wide range of other related about the Indian subcontinent? issues of familial and social obligations. But in- • Watching bouquets on the Indian subcon- terspersed among several of these conversations tinent, how do you see yourself as a South was the ethno-nationalistic hint about what ar- African Indian? tistic talent India produces and what pride that • How has viewing of these bouquets /pro- they feel about it because of that. grams impacted on your cultural life as a The familiarity in culture, language, and so- South African Indian? cial norms that the Indian cable channels of- • Has watching of these programs impacted fered Indians did not necessitate an adjustment on your religious values as a South African period. For many Indians, the advent of the In- Indian? dian bouquets has been an opportunity to re- • Does watching Indians in India celebrat- discover their heritage and culture that had oth- ing cultural festivals inspire you to want to erwise become diluted or had faced adjustment practise the same? under pressures of assimilation into mainstream • Does events in India as depicted in these South African society. bouquets/programs impact on the way you Members of the older generation have come think? Elaborate on certain of the events to enjoy a re-endorsement of their value sys- that have impacted on your way of thinking tems that while those of the younger generation • What are some of the positive and negative have located their sense of connectedness to impact of viewing these bouquets? their ethnic communities through travel, fash- • Has the viewing of these bouquets/programs ion, and knowledge acquisition inspired by the increased your consciousness as an Indian? constant engagement with the Indian bouquets. • Do you find any similarities on some of the One response was: “This has created new di- programs on the bouquet with the South asporic spheres that facilitate a sense of be- African way of life? longing with the homeland which was previ- • Do you watch NDTV or Al Jazeera? If yes, ously unimaginable in terms of fostering Indi- how has these news/talk show channels an identities and culture.” Another respondent impacted on you as a South African Indian. indicated: “They arouse the curiosity to travel, • Watching these bouquets/programs, has it among Indians in the Diaspora, back to India inspired you to visit India? in search of roots while the Indian outbound • Do you enjoy the advertisement’s in-be- tourists travel to various spaces of the Diaspo- tween the programs? ra to experience points of similarity and differ- A holistic analysis will be given based on ences.” Besides an emotional and spiritual en- the responses to the questions asked with the gagement with India through these bouquets, main focus being on the links between being Indian channels have sparked a renaissance of South African and being Indian South African Indian culture and fashion. The female charac- in a post-apartheid context, and how People of ters in the serials are usually dressed in fashion Indian Origin identify with India as their land of accessories, the latest in sari designs; some- origin. Many South African Indians find com- times their hands are stained with fancy henna fort in TV programs that reasserts their socio- designs. Telephonic interviews revealed a simi- religious value systems that have their origins lar pattern of adoration of the Indian programs. in a faraway land, India, and connects them to more the news and events that belong to this Analysis of Response to Telephonic Interviews geographically distant country than to the one in which they are permanently resident (Singh The responses to the telephonic interviews 2012: 477). were more insightful about the impact that view- What emerged with followers of Zee TV about ing of programs had on the everyday lives with- the content of the programs was that they were in Indian households. One response struck the visibly passionate as they often conversed researcher as being rather drastic to the func- “THE GLOBAL LINK”: DIGITAL SATELLITE TELEVISION 181 tioning of the household. The researcher would serials). It provides my life with meaning for I refer to the respondents according to alphabets. cannot drive and am basically house bound. Respondent A, who is a female aged 55 years One of the most important aspects that I ob- stated: “when I get home from work, I watch my served on these programs is the respect that programs from 6pm to approximately 10pm. I youngsters in India have for their elders. In do not like being disturbed. To me it is my form South Africa, the current generation show very of relaxation and connection with India. Besides little respect towards their elders-this is lack- the programs that I follow (and when I am not at ing in our Indian society and I think that this is home I record the programs to be watched over one of the factors that has contributed to the the weekend), I cannot get over the young talent problems within many Indian homes.” She went that India has in the program SA, Re Ga Ma. It is on to further indicate that: “the food demonstra- unbelievable that children at such a young age tions are so similar and yet so different to what can sing and dance like professionals.” we cook in Durban. Often I experiment with Interviewee B (female aged 40) stated: “Many some of the recipes portrayed on television. I of the programs are very modern and realistic. have been to India many times with my late It portrays family relationships and imparts husband, even to his ancestral village in Har- specific messages, especially the message about purwa (which is on the border of Nepal). Al- the dowry system –The stories have a moral though I love India, South Africa is my home.” message in them especially about the abuse of Indian cuisine has been part of the South females and children. I feel that some of the African culinary fabric for so long that many programs, especially those on Sony, portray have probably forgotten that some of their contemporary life issues which one can relate favourite dishes and snacks were originally in- to. From 8pm to 10.30 pm I watch my programs. troduced by their Indian compatriots: samosas, All my telephone calls to family and relatives rotis, biryani and curry. are made before my programs start so that I am Interviewee D was a male aged 55 who did not disturbed during my viewing. Although I not follow the television serials but watched the do not speak the language (I understand a bit) NDTV news channel which is broadcast 24 hours listening to the language that is not spoken by of the day and seven days a week said that he many here is a way in which one can be in was “hooked on the news channel.” NDTV has touch with India and our culture. Children are an unmatched track record of launching the most exposed to the Indian language via the pro- successful news channels in India and abroad grams which have English subtitles, so it’s easy and is a clear leader in the English news seg- to learn. Furthermore I have a nephew (10 ment. NDTV is credited with pioneering several years) who watches many of the programs and broadcasting and programming initiatives in In- we discuss the moral issues portrayed in the dian television setting award winning bench- story. My impression gained from these serials marks in reporting and producing a range of is that Indian people are more tolerant, under- bouquets built around compelling news, as well standing, outspoken, don’t hold grudges, and as premium movies, documentaries and sports have respect (especially. youngsters for elders). channels catering mainly to the Indian Diaspora I also love watching the latest fashion in tradi- in Africa. “I can put on NDTV at any part of the tional Eastern wear, shown that is, sarees and day or night and listen to contemporary views Punjabis-most are not available in South Afri- on religion, art, Indian festivals and debates ca and only become obtainable after many on the politics of the world.” months.” In light of the above it is imperative that a Interviewee C (female aged 75) said: “After discussion on Indians in South Africa is given my husband passed away 5 years ago, and ZEE in order to contextualize the research. television has given me a reason to carry on with life. I watch television most of the day and DISCUSSION from 5pm to 8.30pm I follow my specific pro- grams. My day passes because the people from A Brief History of the Indentured Labourers the programs have become a part of my life (more who came to Natal from India: 1860-1911 like my family because I watch them every day on the screen). I can discuss the programs with The period 1860 to 1911 is an important and my daughters and family members (many of them integral part of the history of South Africa as it who have lost their spouses and also follow the was during this turbulent period when over 182 SHANTA BALGOBIND SINGH
150,000 indentured labourers were imported to Act 33 of 1860 the export of indentured Indians work mainly on the sugar plantations belonging to Natal which received official approval and to the colonial planters. In the 1800’s, that is, the the importation into Natal began. nineteenth century, the Industrial revolution On 4th October 1860, the “Belvedere” left made Britain a world superpower and it enjoyed Calcutta (North East of India) with 342 passen- world domination if the form of the British Em- gers and arrived in Durban on the 26th Novem- pire. In 1843 Britain officially annexed Natal, and ber 1860. The “SS Truro” departed from Madras in 1856 it became a British or a full Crown Colo- (South East of India) on the 12th October 1860 ny. However at that stage in India, the British and arrived on 16th November 1860. For many Government had entrusted the rule of India to reasons, including the dismal management of the British East India Company, which was a the labourers, importation was halted in 1866. private merchant enterprise and their primary After an interruption of 8 years, importation of interest was to make as enormous an income as labour recommenced when the “S.S Blenheim” possible from the land it occupied or subjugat- left Calcutta on the 12th June 1874. Immigration ed. The British Colonial farmers in Natal became thereafter continued unabatedly until 1911 when aware that sugar cane grew exceptionally well it was finally terminated (Sulliman 1997). all along the east coast of Natal and saw tremen- On 25th February 1910, Professor Gopalkris- dous prospects for huge sugar manufacture and han Gokul, a member of the Legislative Council earnings. However they needed cheap labour of India, tabled a resolution in the Indian Legis- urgently due to the fact that slavery was abol- lature to abolish the export of indentured labour- ished by the British Government in 1833 with ers to the Colony. The Gazette of India published the passing of the Act of Abolition and all the an official notice which prohibited “all emigra- slaves throughout the British Empire around the tion to Natal from 1st July 1911”. The ship the SS world were freed. Once freed, these slaves re- Umlazi set sail from Madras on 30th June 1911 fused to be employed by their previous “mas- and arrived in Durban on the 21st July 1911 and ters” because of the ruthless experiences that the system which was described as a form of they had as slaves. slavery officially came to an end in Natal after a During the same period in India (which had period of 51 years. However it was not until 1917 been under foreign rule for centuries), because when all indentured labour throughout the then of various factors, widespread poverty arose. British Empire ceased. There was famine in the North of India and many peasants became desperate for work. The local Preservation of Culture, Religion and Language colonial farmers in Natal became aware of the of the Indentured Labourers availability of underprivileged peasants in India who were anxious for employment. Notwithstanding extreme hardship, abuse, In 1851, a motion was passed to petition the discrimination, deprivation and exploitation, the Natal Government to introduce indentured la- indentured worker by sheer indentation of hard bourers from India. However, nothing material- work, resolve, perseverance, tolerance and pride ized in terms of importing labour was concerned coupled with humility (perhaps born out of the until on the 28th April 1858, the local newspaper karmic belief that a person has come to earth to the Natal Mercury editorial column carried an perform a duty), overcame seemingly insur- article stating that “The fate of the colony hangs mountable odds. Socio-cultural and religious on a thread and that thread is labour” (Natal dilemmas were also a major source of challenge. Mercury 1958). In 1859, the local farmers formal- Given the diversity of languages spoken in the ly petitioned the Government to import inden- colony (Tamil, Bhojpuri, Gujarati, Telugu, Urdu, tured labourers from India. Thereupon Laws 13, Konkani, and Meman—a dialect of Sindhi) 14 and 15 of 1859 were passed by the Natal Co- (Mesthrie 1990) it restricted social interaction lonial Government to begin the importation of within certain linguistic groups and at the same indentured labourers from India to work on the time excluded others. However the migrants were sugarcane fields of the colonial farmers in Natal. self-reliant and observed their religion, customs India had to however also pass laws allowing and placed great emphasis on education. They their citizens to go overseas to work in the Brit- built their own temples, mosques and schools ish colonies. On 7th August 1860, India passed with little or no help from the authorities. Amid “THE GLOBAL LINK”: DIGITAL SATELLITE TELEVISION 183 the harsh life on the plantations, Indian labour- and video versions of Bollywood films are widely ers made time for entertainment. During the eve- available. Large cinema chains like Ster Kine- nings and weekends groups of labourers met to kor progressively show more Bollywood films. sing religious songs. Religion, drama and enter- In 1986, the SABC’s monopoly was challenged tainment were closely linked and the Ramayana by the launch of a subscription-based service was enacted in order to keep the values of the known as M-Net, which was supported by a con- ancestral homeland alive. Both North and South sortium of newspaper publishers. The first digital Indian dances and songs where preserved as a television implementation in South Africa was a connection to the “motherland” India. satellite-based system launched by pay-TV op- erator MultiChoice in 1995. On 4 February 1996, The Emergence of Television in South Africa two years after the ANC came to power, the SABC reorganised its three TV channels, so as to be Television in South Africa was introduced in more representative of different language groups 1976 which was a state-controlled service by (Norm 1996). MultiChoice provides leading tele- the South African Broadcasting Corporation vision entertainment via its DSTV bouquets to (SABC). Although television was introduced many South Africans. rather late in South Africa, broadcasting was very As post-apartheid South Africa began find- controversial with the then Prime Minister Hen- ing its way forward through the newly elected drik Verwoerd comparing it with atomic bombs leadership of the ANC, attempts were unceas- and poison gas, claiming that “they are modern ingly made to encourage political participation things, but that does not mean they are desir- in the most inclusive ways possible. Radio and able. The government has to watch for any dan- television acquired a significant role in the facil- gers to the people, both spiritual and physical” itation of this process, ascribing dual recogni- (Time 1964). Dr. Albert Hertzog, Minister for tion to them as important mediums of political Posts and Telegraphs at the time, said that TV communication and as facilitators of nation would come to South Africa “over [his] dead building. body” (Richard 1978), denouncing it as “a min- Given recognition in the ANC’s initial blue- iature bioscope [cinema] over which parents would have no control” (Mpahlwa 2008). He also print for post-apartheid transformation, the Re- argued that “South Africa would have to import construction and Development Program (RDP), films showing race mixing; and advertising would radio and television broadcasting was expected make [non-white] Africans dissatisfied with their to fulfill at least three roles viz. provision of un- lot” (Cape Times 1967). However, many white fettered information that breaks away from the South Africans, including some Afrikaners, did myopic role of the apartheid era SABC; compli- not share Hertzog’s “reactionary” views and re- menting the roles of state bodies in fostering garded the hostility towards what he called “the economic growth and development; and present- little black box” as irrational. ing itself as a medium of national reconciliation In South Africa, there exists an established and unification (African National Congress 1994: history of Indian film exhibition. Jagarnath (2004: 133-135). MultiChoice also has niche bouquets 212) noted that “It was not long after India start- in its DSTV Indian bouquets. “Indian Bouquet”, ed producing its own films that they made their as it was referred to when first offered in 2001, appearance in South Africa” and that as early as was a selection of several North Indian based 1936, the Indian government appealed against channels offering through the medium of Hindi: the high import taxes on films imposed by the music, dance shows, soapies, comedies, Bolly- South African government. The appeal was un- wood movies, and the news in Hindi, until the successful on the grounds that “Indian films ap- introduction of an English medium news chan- pear to be purely a money-making matter and not nel from India, NDTV 24/7. Although Indian lan- for the education of the Indian community” (Board guages are seldom spoken or understood by of Censors 1939, cited in Jagarnath 2004). The younger Indians, English-subtitled Bolly- Indian film exhibition continued, although the wood films and television programs remain pop- segregationist policies of the South African gov- ular among South African Indians. These are ernment limited its exposure and appeal beyond broadcasted both by SABC 2 television chan- the Indian population. Furthermore DVD nel for a few hours each week (Eastern Mosaic 184 SHANTA BALGOBIND SINGH on Sundays), and by the DSTV satellite televi- peared in a three-wheeler “tuk-tuk”), and Sush- sion service, which carries Zee TV, B4U, ant Singh (rode his way to the stage on a high- NDTV and a Hindi-language Sony channel and powered motorbike). Sushant Singh received the many more. In addition, Tamil–language chan- most rapturous welcome of all, as several peo- nels (South Indian), SunTV and KTV, were in- ple argued, because the audience was dominat- troduced in 2004. ed by women fans. Each of the appearances, by the respective stars, exemplified notions of iden- Synopsis of Famous Programs ‘Soapies’ tity and association with both India and South Watched by South African Indians Africa in ways that requires a deeper understand- ing about what they meant to the identity of Some of the most famous programs viewed People of Indian Origin. by South African Indians were: ‘Ek Mutthi Aas- In this show Sushant (‘Manav and Archana’ maan’ which captured the hopes and aspirations of Pavitra Rishta -2013) said, “Actors often ex- of a domestic worker alongside the trials and press discomfort at being mobbed... but to tell tribulations of her daily life. It showcased how domestic workers mortgage their own life to toil you the truth, it was absolutely overwhelming to and tears so that their children can grow up en- see the love and warmth the crowd in South Afri- joying the fruits of education and amenities they ca showered on us. They just couldn’t get enough could only dream of and live life with dignity in of Ankita and I on stage and heading towards the future. Another was “Jodhaa Akbar” which the exit of the venue was next to impossible. We was based on a sixteenth century love story are both deeply humbled by the adulation!” about a political marriage of convenience be- tween a Mughal emperor, Akbar, and a Rajput CONCLUSION princess, Jodhaa. Political success knew no bounds for Emperor Akbar. The most popular This research paper examined whether the among all age groups was “Pavitra Ristha” (In- perceptions of the People of Indian Origin in nocent Love) which focused on the life of Arch- South Africa are influenced by Bollywood DSTV ana who belongs to a middle-class Maharashtri- programs and if this influenced their lives as an family based in Mumbai. Being the eldest South African Indians. Gender was used as a daughter of her family, Archana chooses to take unit of analysis. The globalization of digital me- responsibilities of her siblings rather than fo- dia and the introduction of cable channels such cusing on education. All these programs had as Zee TV, B4U, Al Jazeera and NDTV have cre- moral and values attached to them which is per- ated a new impetus and have encouraged South tinent to society at large and more specifically African Indians to take stock of their culture, Indian society because of the emphasis on the customs, fashion, cooking and rituals. The as- bond between members within an extended and sessment of what and when people watch as nuclear family structure. part of their home entertainment has significant meaning to the statements that they are making “Indian Night of the Stars” to themselves and within their homes. As part of a community with whom they share a common Annually in Durban, South Africa, the Indi- geographical and ancestral heritage, language, an North and South bouquets host’s actors and actresses who are brought to the country to meet religious beliefs and practices, and cuisine, they with their fans. These stars from the different become an integral part of an in-group forma- ZEE, Sony and B4U programs are transported to tion with a distinctive consciousness about pre- South Africa to participate in a live concert where ferred values and socialization patterns. While the adored stars of television are called upon to South Africa has undeniably become their home, perform live dance, music and fashion shows to India continues to represent their ideals in terms South African audiences and are presented with of their longing for socio-religious continuity. awards for their performances. The South Afri- South African Indians retain a sense of cultural can fans are given an opportunity to meet with and social connection to India, and a concept of their idolised stars from television that they primary local and secondary ancestral identity adore. In one performance Ankita Lokhande (ap- is prevalent among people of Indian descent. “THE GLOBAL LINK”: DIGITAL SATELLITE TELEVISION 185
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