Abstract
The growth of Japanese anime in children’s television programming in India has been far more rapid and visible than other segments of television. This paper is an attempt to examine Japanese content on Indian children’s television by studying its trajectory between 2000 to 2012. It also reviews the academic research on children’s television in India with the aim of providing a context to the prevalence and popularity of imported content on Indian children’s television channels. Moreover, it highlights the localisation of Japanese content through dubbing, and marketing strategies and merchandising attempts—official and unauthorised—that have caught the imagination of Indian children and parents alike.
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