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The Secret of Star: Localise to globalise

28-November-2000
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The Secret of Star: Localise to globalise

Citing the examples of the gameshow on Star TV ‘Kaun Banega Crorepati’ based on ‘Who Wants to Be a Millionaire’ and the Indian adaptation of the popular serial ‘Yes Minister’, Mr. Peter Mukherjea said that only through localisation of global content can a media company aspire to reach out to a larger audience. He further said that language is a formidable force in the drive towards globalisation. According to Mr Mukherjea, there are four primary languages in the world, namely English, Spanish, Mandarin and Hindi. In the case of India, he said, the Indian media companies would derive a lot of mileage if Hindi was exploited in the right manner.

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