International Journal of Social Science and Business (IJSSB)

This study examines the portrayal of women in Indian television programmes and discusses its implications for women and society. Content analysis of the portrayal of the female protagonist in the most viewed programmes on Indian television reveals that by and large, the portrayal of women on Indian television is confined to their ‘lives in the matrimonial home’. Further, the only skills and qualities attributed to them are those, which make them good homemakers and hence help them adjust well to the ‘matrimonial home’. The findings of the study imply that in being unable to echo the varying and contemporary roles of women, television is not only making inconspicuous the years of progress and advancement shown by women, but also perpetuating the already inbuilt social prejudices against women. Therefore, when proceeding with self-regulation in television programming, gender bias is an important factor to be considered.