Young British Indians value the freedom being British affords them to enjoy themselves, to succeed, to learn and still retain their cultural identity.
Indians just want to enjoy TV. They are very focussed on entertainment. From mainstream TV they look for, intelligent entertainment, comedy, sport and sitcoms. They want to laugh and be entertained
Unlike their Pakistani counterparts, young British Indians won't just watch any Asian movie. They are only prepared to watch the cream of the crop of ethnic programming and movies, partly because they are more demanding of high production values and changing storylines. If it doesn't entertain them to the same degree as non ethnic programming, it's not good enough.
Ethnic TV provides them with the chance to get an understanding of their roots, particularly their culture. It's a way to be educated about and involved in their heritage. But they'll only watch it if they enjoy it.
"My mum tries to make me watch these Indian movies, but I don't even understandthem so I go up to my room and watch E4 or something" British you're given a chance in life to be honest with yourself. It's up to you whether you take a chance, but everyone is given a chance"
Young British Indians use mainstream and ethnic sites in a similar way. In both instances they look for fashion, films, music and anything they generally find interesting. It enables them to fuse the best parts of east and west. The internet is, of course, an invaluable educational tool – for research, help with assignments
"Apple - sheer genius and simplicity of their products. Google - without their work and their website, I don't know how I would survive on the web"
"I value any technical brands because without technology i.e. Hoover, our lives would be more labour demanding and uncivil"
"A brands reputation is built up on the quality of it's products and I believe companies like Next, Nike, John Lewis and Marks and Spencer have built their success on the basis of good quality products that can't go unnoticed"
"I don't necessarily think that designer brands offer much more, but I am a sucker for Karen Millen, Nike, River Island, Ralph Lauren luggage, Elizabeth Arden, Estee Lauder, Christian Dior, Guerlain, D&G, Versace and the rest"
"They make me watch it"
They advise on what's worth watching rather than what should be watched Indian parents and 'elders' encourage their kids to watch educational programming and would like them to have an strong understanding of their cultural roots. But if it's not entertaining, Indian youngsters are simply not interested.
They feel obliged to watch what their parents desire of them, rather than watch through personal choice.
Channel 4 learning and documentaries are really important viewing for them. They do it better than the other terrestrial channels. Bollywood and Asian seasons show the sort of programming that they really want to watch, but not prevalent enough in the scheduling.
“I really like the Bollywood films they show on channel 4, but they are on so late! Why can’t they put them on at normal times like all their other mainstream programmes”
