LAUSR

ABSTRACT This qualitative, exploratory study examines issues of age and aging surrounding mega-serial (daily soap opera) production in Tamil Nadu, India. This study is timely for demographic reasons (a rapidly aging Indian population) and for the centrality of mega-serials to India’s entertainment landscape, coupled with the genre’s long history of engaging global audiences with real-world social issues. Two data sources are utilized: focus groups with 16 mega-serial viewers and interviews with 25 members of the Tamil mega-serial industry. Situated in scholarship on gerontology/age studies and media/culture industry studies, analysis yields two broad themes related to (a) representations of age/aging and elder-oriented storylines in contemporary Tamil mega-serials and (b) recent industry changes that may forestall mega-serials’ potential to center age and aging as core narrative elements. Overall, evidence points to an industry and audience(s) in considerable transition.