Reality shows are one of the major items in the basket of
numerous television channels today. A close look at this recent phenomenon
shows how best arts, culture and politics can be effectively synthesized to mobilise
required energy to land up in the profit maximizing landscape of economics. Of
course, even though this kind of a marketing strategy need not be applicable to
all television channels, some of them operating in the frontiers of Malayalam can
be seen resorting to this kind of tactics. To be sure, travel across Kerala and notice the
ingredients of the tall advertising canvasses in major cities preferably in the
head quarters of the districts regarding such reality shows, you can very much convince yourself of this
business strategy. The strategy is simple: choose candidates based on names,
promote them during the show and market them according to the appeal of their
names (culture) across the state so that you can indirectly increase your
viewership by appealing the cultural sentiments of the viewers and thereby your
profitability. For instance, select and promote a Hindu, a Muslim and a
Christian and erect tall advertising boards featuring the Hindu in the city of
Calicut, the Muslim in the head quarter of Malappuram district and Christian in
the district of Kottayam. Thus, the ongoing reality shows presents a classic
example of using arts, culture and religion for the promotion of business
motive, at least some of them in Kerala. This example shows not only the
mindset of the business men but also it further sheds light on the mindset of
the people as a whole reflecting how
divided they are. How many of the viewers are really aware of this kind of a
naked reality of such reality shows?
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