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Smart TVs include internet connectivity, providing streaming and other interactive applications. Such changes are typical of advanced technologies, as they determine the type of content and audiences’ approach.
World Television Day serves as a reminder of the importance of television in our daily lives. (Image: Shutterstock)
World Television Day is celebrated annually on November 21 to draw attention to the influence of television on people and society. The UN General Assembly set this observance in December 1996 in honour of the first World Television Forum that happened on November 21-22, 1996.
The forum involved media practitioners for a round table analysis of television as a powerful tool for communication, shaping perception and decision-making around the world.
World Television Day: History And Evolution
Television has gone through so many changes since its invention. The journey started with Black and White (B&W) Television in the early 20th century and offered very restricted programme viewing to the audience. Television was invented by Philo Farnsworth and the first public demonstration was in 1927.
The commercial production of B&W television sets began in the late 1930s.
Shortly, towards the 1950s, colour television was introduced, changing viewers’ experience as well as interest.
New technology in the early 1980s led to increased cable television programmes and channels that aired programmes that met the criteria of a certain section of society. This period also marked the arrival of satellite television, thus increasing accessibility.
After what can be described as the generation of digital television, introduced in the late 1990s, another set of advancements in technology formed the foundation of high-definition broadcasting in the early 2000s.
Today, smart TVs include internet connectivity, providing streaming and other interactive applications. Such changes are typical of advanced technologies, determining not only the type of content but also the audiences’ approach.
World Television Day: Themes Of Last 5 Years
Over the years, World Television Day has focused on various themes that reflect the changing landscape of television and its impact on society. Recent themes have included:
2024: This year’s theme is Advocate for Quality Programming.
2023: The theme for the 2023 edition is Accessibility.
2022: Promoting Inclusive Societies for Peace and Sustainable Development
2021: Informing, Empowering, and Connecting the World through Television
2020: Celebrating International Year of Creative Economy for Sustainable Development
World Television Day: Role of TVs In Elections
Electoral political campaigns and political communication through television have been significant in society. Research shows that political commercials aired on television substantially affect voters’ decisions.
For instance, while studying the impact of media advertising in the context of candidates, researchers affiliated with Abdul Latif Jameel Poverty Action Lab (J-PAL), found out that candidates who can make efficient use of TV advertising can add up to 5 percentage points to the vote in the polls during the campaigns.
As highlighted by Statista, political advertising in India has skyrocketed in the last election cycles. For instance, expenditure in the 2019 Indian Lok Sabha elections was 73 per cent more than in 2014, which displays the significant role played by media in the strategies during the election.
The estimated budget for television campaigns ahead of the 2024 elections reveals that the Bharatiya Janata Party (BJP) allocated Rs 23.04 crore. The Indian National Congress (INC) allocated Rs 16.07 crore, according to Campaign India.
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World Television Day: How TVs Shape Public Opinion
The effects of media on voter behaviour are well-documented. An effective study discovered that the participants who targeted the 2018 U.S. midterm elections had higher victory percentages for those who used cross-screen TV advertising than those who did not.
With many people relying on television for information, it is a major influence on voter’s familiarity with candidates and their policies. An article from the GSTF International Journal of Law and Social Sciences aims to establish that political advertisements assist in voters’ awareness of electoral issues.
Political ads are not only informative but are also persuasive. A survey conducted by Cambridge University Press has noted that political advertising does enhance participation among voters and sensitisation to electoral matters.
That is even more so especially given that some voters will approach the ballot with little prior knowledge of candidates, especially in down-ballot elections. In these contexts, television advertising is likely to affect the knowledge and attitude of the voters while in presidential elections voters are more informed.
