New standards in variety, content, as well as production were set by the emergence of Satellite Television Asian Region in the continents’ media industry. As a matter of fact, most scholars agree with the assertion that the emergence of STAR revolutionized the media industry in the entire region since the media house aired not less than forty services in seven different languages, having more than 300 million audiences in over fifty-three countries.
There was no television industry at the beginning of 1990s in India that was worth a name at the time. However, significant changes began to felt with the explosive development in the expansion of one of the largest television markets which was western-based transnational media players and the increase in the number of media houses in India. At the begging of 1991, India only had one television channel known as Doordarshan that was under the control of the state. This channel was quite monotonous not to mention that it was the mouthpiece of the government at the time. By 2004, the country had more than three hundred television channels digitalized, and some of them had even forged partnership undertakings with international broadcasters outside India. The increase and growth of the media industry necessitated redesigning of program content ranging from chat shows, news reality TV, soap operas among other programs in an effort to keep up the pace with the rapidly increasing television going international.
The growth of television channels in India brought about rapid globalization and expansion as a result of liberalization of the market. These channels served Indians and the southern Asia region. In fact, Indian television can be viewed in 5 continents. According to Pendakur and Kapur, 1997 because of the pro-market government in India and the explosively expanding economy, the emergence of satellite network in the Indian market made the country