One of the consequent effects of globalisation is the introduction of international entertainment media. In India, as a matter of fact in the whole world, these three countries, namely the United States of America, Japan and South Korea, have managed to enthral massive audiences, due to their distinctive style and quality. This analysis delves into the dynamic relationship between these global giants and the evolving tastes of Indian audiences.
JAPANESE ANIMATION: AN ASTOUNDING GENESIS OF THE MOST CREATIVE ART FORM
Once upon a time, in the Land of the Rising Sun (Japan), a unique form of storytelling was born. This was the beginning of anime, a creative world brought to life through imagination and creativity. However, the origins of this lively art form were deeply rooted in the culture of Japan.
In the early to mid-20th century, Japan was in a period of transition, after the havoc and destruction caused by World War II. With the triumph of America and other countries, The influence of its culture and technology was leaking into Japanese society, building the foundation for something exceptional.
The land had a rich tradition of visual storytelling originating between the 12th and 13th centuries during the Edo period (1603-1867) an ancient scroll of drawings was found later being called Manga, the Japanese term for comics or graphic novels. Manga Artists, with their vibrant imaginations and polished pen strokes, were weaving stories about heroic deeds, romance, and adventure. The manga culture was a rich source of creativity and inspiration for what we call anime today.
Manga artists like Osamu Tezuka (Often referred to as the "God of Manga" and the "Father of Anime"), Shotaro Ishinomori, and Go Nagai were pioneers, creating iconic characters and stories like "Astro Boy" (Tetsuwan Atom) set the standards for many future anime that would soon find their way onto television screens.
Manga and traditional art weren't the only sources of inspiration. Japanese folklore, legends, and mythology provided creativity. Supernatural creatures, legendary heroes, and ancient tales passed down for centuries in Japan found their way into anime's stories, enchanting audiences with stories of Japan's cultural heritage.
Cultural symbols, too, played an important role in shaping anime. Elements like traditional clothing, architecture, rituals, and festivals of Japan inspired anime with a distinctly Japanese flavour. The combination of these cultural symbols with modern storytelling techniques created an offspring that drew both domestic and international audiences into the mesmerising world of anime.
With the rise of Globalisation, countries merged their economy and allowed other countries to trade goods and services along with the combination of Internet services Anime became popular internationally giving rise to many fan-based communities all over the world, later these anime enthusiasts became often referred to as "otaku".
Here are some of the main players in the anime market:
Kyoto Animation Co. Ltd
Toei Animation Co. Ltd.
Mappa Co. Ltd.
Pierrot Co. Ltd
Madhouse Inc.
Studio Ghibli, Inc.
THE KOREAN WAVE SWEEPING INDIA: K-DRAMAS AND BEYOND
Not long after Bong Joon-ho's sweeping success at the Oscars with his film "Parasite" in 2019, Korean entertainment, notably K-dramas, experienced a surge in popularity in India. Just a year later, as the world grappled with lockdowns during the COVID-19 pandemic, Netflix's hit series "Squid Game" became an international sensation, occupying the top spot-on Netflix's most-watched series list for almost nine weeks following its release on September 17, 2021.
They say hallyu has hit the world and its major impacts as well can be seen on the Indian entertainment industry. Hallyu, a Chinese term that is translated as ‘Korean Wave’ refers to the growing and increasing popularity of South Korean cultural exports including K-pop, K-movies, K-dramas and more.
Since a decade ago, when barely anyone knew of K-pop and Korean TV shows, a combination of increased Internet access, the streaming revolution and now the Covid-induced lockdown has bridged the distance between South Korea and India. Korean entertainment, pop songs and dramas are all the rage now.
Even before the pandemic, some fans were watching Hindi-dubbed Korean shows, seeking something different from the typical American content. In addition to the compelling storylines, the good looks of Korean actors have garnered the attention of female audiences. Fans have actively engaged with their favourite artists and groups on social media platforms such as YouTube, Twitter, Instagram, and Spotify. Fan communities and organised events, such as concerts and flash mobs, have also become common.
A recent Netflix study done in India, tracks a 370 per cent increase in the number of Indians watching K-dramas. Music streaming giant Spotify’s 2020 data puts BTS as the fourth-most streamed boy band in India. BTS was also one of the top three streaming trends from Spotify's first year in India. Indian streaming platforms such as MX Player and ZEE5 have released Hindi-dubbed versions of popular international shows, including Korean shows, due to popular demand.
Inspired by Korean content, some Indian producers have adapted or remade popular Korean shows and movies for the Indian market. For example, "The Family Man" (2019) was influenced by the Korean drama "Iris" (2009), and ZEE5's "Crashh" is a remake of the popular K-drama "Crash Landing on You." Furthermore, collaborations between Indian and Korean artists, like the song "Echo" featuring Armaan Malik and Korean singer Eric Nam, have further enriched the cultural exchange.
Also, it has promoted language learning, enhanced cross-cultural exchange, inspired fashion and beauty trends, and increased tourism.
This "Korean Wave" has not only promoted language learning but has also enhanced cross-cultural exchange, inspired fashion and beauty trends, and increased tourism. The influence of Korean entertainment on India's cultural landscape continues to grow, leaving a lasting impact on the country's media and entertainment industry.
FROM HOLLYWOOD BLOCKBUSTERS TO BAAHUBALI: THE IMPACT OF AMERICAN ENTERTAINMENT ON INDIA'S FILM LANDSCAPE
The American entertainment industry has always been in the forefront of providing quality cinema to the world. The capitalist economy has had its ways in influencing the international market. Many consider Hollywood films and television shows to be of highest quality, fashion and entertainment. While the industry has birthed some highly respectable talents like Martin Scorsese and Quentin Tarantino, the consideration is still having its flaws. People believe that the United States was the creator and inventor of cinema, but that is not true. French cinema is the oldest of the forms. Louis Le Prince’s 1888 ‘Roundhay Garden Scene’ was the first ever ‘motion picture’.
Coming back to the United States, Hollywood films first gained massive popularity in India when in 1993, Steven Spielberg’s all-time classic ‘Jurassic Park’ was released. The film was a blockbuster in the country. Its visual elements and exhilarating themes intrigued the Indian audience.
Filmmaker James Cameron’s Titanic (1997) and Avatar (2009) also played a major role in popularising Hollywood in India. The most effective part of these films were their visual effects. They initiated a demand in the Indian market for visually-stunning, imaginative, action-adventure set-pieces which the Indian film industry could not provide at par, until a S.S. Rajamouli’s Baahubali (2015).
The introduction of online-streaming platforms (like Netflix) further cemented Hollywood’s place in the Indian market. The COVID-19 pandemic helped revitalise such demand. Many American shows, including but not limited to ‘Stranger Things’, ‘Peaky Blinders’, ‘Game of Thrones’, ‘Breaking Bad’ have and films from the ‘Marvel Cinematic Universe’ and the ‘Fast and the Furious’ franchise have gained massive recognition among the Indian audiences.
Year | 2018 | 2019 | 2021 | 2022 | 2023 |
Film | Avengers: Infinity War | Avengers: Endgame | Spider-Man: No Way Home | Avatar: The Way of Water | Oppenheimer |
Revenue (in INR) | 227.43 Crore | 373.22 Crore | 218.41 Crore | 378.22 Crore | 128.46 Crore |
Data on highest grossing Hollywood films from 2018 to 2023. Year 2020 not included due to the COVID Pandemic. Source: IMDb
The United States has been the centre of attention in terms of prosperity for many years. In India, films and shows in the English language are given a higher status than indigenous productions by many. Due to this stereotypical mindset among many Indians, several regional masterpieces have gone unnoticed by the wide audience. As a matter of fact, many acclaimed Indian works have gained much more popularity internationally than in India. The ‘blockbuster’ trend brought in by the American entertainment industry has reduced the standards of Indian audiences, limiting the visual medium to a mere source of entertainment rather than a ubiquitous form of art.
NETFLIX’S RISE TO STREAMING DOMINANCE: A SHIFT IN THE ENTERTAINMENT PARADIGM
Netflix, a strategic powerhouse in the global entertainment industry, has emerged as a top player in media content. From anime to K-dramas and American movies, the company's approach has propelled it to the forefront of the streaming world. In today's ever-evolving landscape, Netflix has positioned itself as a leader in the industry.
Through recognizing the international pull of anime, Netflix developed a digital platform that appealed to otaku’s. By licensing and crafting content, it harmoniously spread the cherished Japanese medium throughout the planet, pleasing anime enthusiasts worldwide. Regardless of whether one craves thrilling action in "Attack on Titan" or the heartwarming tales of "My Neighbor Totoro," Netflix's huge arrangement of anime catalogue caters to a variety of people. "Castlevania" and "Devilman Crybaby" were bold choices for Netflix, but they paid off as those series have become favourites among anime lovers. This approach has cemented Netflix's reputation as a destination for fans of the genre and has sparked a new era of global appreciation for anime.
Netflix continued to expand its offerings by tapping into the growing popularity of K-dramas in the new generation. With an eye on Hallyu or the Korean Wave, Netflix secured an impressive lineup of Korean titles. These were made accessible to fans around the world, both through exclusive agreements and the simultaneous release of episodes. Whether you were in San Francisco or Seoul, you could get lost in the drama and intrigue of series like "Stranger" or the romance of "Crash Landing on You." With a broad selection of genres and themes, Netflix was able to appeal to an increasingly diverse global audience of K-drama enthusiasts.
Netflix offers more than just international content, as American movies are also a prominent feature on the platform. From modern hits to timeless classics, Netflix offers the convenience of on-demand streaming to viewers watching American films without having to go through traditional cable or cinema visits. This allows the platform to weave a cinematic tapestry that blends foreign and domestic films seamlessly.
Netflix shines because of its focus on original content. This streaming service makes its movies, catches the attention of top actors, and earns awards. Names such as "Roma," "The Irishman," and "Bird Box" highlight Netflix's knack for developing and streaming crowd-pleasing American films to viewers across the globe.
Ultimately, Netflix's clever use of global materials, like anime, K-dramas, and American films, has made it a familiar name in streaming. By offering a wide variety of content and investing in original work, Netflix confirms its place as a leading force in worldwide entertainment. This ensures everyone's preferred visual tales are just a click away.
CONCLUSION: HOW AMERICAN, JAPANESE, AND KOREAN INDUSTRIES TRANSFORMED INDIA'S MEDIA LANDSCAPE
It would take a whole book to sum up India’s whole situation in this regard. The American, Japanese and Korean industries tapped mainly into the film, television (both live-action and animated) and music categories of the entertainment segment. The flow of Japanese and Korean content, in particular, was through the west. They more or less did not directly influence the Indian consumers, but entered when they gained popularity in the west.
One must note that the Indian entertainment industry did not really ‘fail’ in comparison to these international entertainment avenues. As a matter of fact, it has always held a strong grip in the market and is continuing with massive improvements. The standards of the Indian consumers are rising. As a result, they’re demanding higher quality content. Despite that, the abovementioned foreign industries have highly influenced the youth of the country, especially the urban liberal youth. One of the major reasons behind this is conservatism and the overlooked target audience.
The Japanese animation industry (anime) is in many ways far superior, in terms of content, from its Indian counterpart. While there are certainly exceptions, statistically, major viewership of anime comes from males. The Indian industry did come up with many cartoons but they were mostly influenced towards children below 12 years of age. Anime tapped into the young adult segment, providing quality in terms of story, world-building, comedy and action. Another factor many people tend to overlook as that it was open about the male gaze. In a conservative country like India, topics like sex and attraction are considered to be very private affairs. Many people believe that the best way to deal with it is to ignore, which has proven to be a rather inaccurate assumption. The Japanese industry recognised these factors and appropriately provided them to their audiences.
Korean television shows (K-dramas) and Korean pop culture (K-pop) have widely gained massive popularity among the female audiences around the world. One must note that it is completely accepted for people of any sex to view anything they like, the analysis is based on majority trends. Korean shows like ‘Squid Game’ and ‘All of us are Dead’ undoubtedly gained popularity among people of all genders. The Korean entertainment industry, in similarity to its Japanese counterpart, focussed on the female gaze, something the Indian culture frustratingly lacks in terms of content. It is only rightfully so that such a demand was satisfied by foreign content when local content could not do so. India is a highly patriarchal society. Most content appeals to a greater extent, to the male audience.
The American industry has provided content for many target audiences. For example, the MCU for the younger age groups, shows like ‘Friends’ and ‘The Office’ for the youth. While quality in this regard certainly exists, the more important factor is the quantity. There is a wide variety of content available in streaming platforms like Netflix, Amazon Prime Video and Disney+ Hotstar. However, in this regard, one can argue that India is not lagging way behind. As a matter of fact, many Indian films and shows have gained widespread popularity, are relatively liberal with their production, and provide quality content. So, in this regard one can say that the two industries are sharing the market, with the American industry having an edge in terms of their technical standards. Unfortunately, this will remain a problem for a while as the Indian industry does not have enough finance and international appeal as the American industry does.
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