The Jammu region, rich in its history, diverse in its languages, and deep-rooted in its cultural traditions, remains marginalised, especially in terms of media representation. Despite being home to languages like Dogri, Gojri, Bhaderwahi and Pahari, Jammu has witnessed an alarming decline in the preservation and promotion of its cultural heritage, exacerbated by the absence of a dedicated media platform. A signature campaign over the last three years has garnered over 400,000 signatures in support of this demand, but despite this overwhelming support, the authorities have yet to respond positively.
Jammu’s culture and heritage, once under the Dogra rule, played a pivotal role in shaping the identity of this region. The most concerning aspect is the official neglect of the Dogri language and other regional tongues that have, for centuries, been integral to the region’s identity. The recognition of Dogri as an official language in the Eighth Schedule of the Indian Constitution in 2003 was a major achievement for Jammu. Still, it took 56 long years to achieve this milestone. Although Google Translate has recently included Dogri in its database, reflecting its linguistic significance, the struggle for a Dogri Satellite Channel remains unresolved. While other regions like Uttarakhand, Himachal Pradesh and Chhattisgarh have been granted their respective channels, Jammu’s persistent demand for the Duggar Channel has been met with bureaucratic inertia. This exclusion has left Jammu’s artists, creators, and cultural custodians in a state of despair, depriving them of a platform to showcase their rich heritage.
The Kashmir-centric approach of Doordarshan’s ‘Kashir Channel’ fails to resonate with the people of Jammu, where Kashmiri is neither spoken nor understood. The vast geographical and cultural differences between Kashmir and Jammu make it essential to have distinct media platforms that cater to the respective populations. Jammu province surpasses Kashmir not only in size but also in terms of linguistic diversity. The people of this region speak Dogri, Poonchi, Gojri, Bhaderwahi and other languages, which are either neglected or overshadowed by the dominance of Kashmiri in regional broadcasting. The limited reach and cultural disconnect of DD Kashir within Jammu highlights the pressing need for a dedicated Duggar Channel.
The absence of a Duggar Channel has deeper implications. It is about preserving the region’s rich cultural traditions, folklore and history. A Duggar Channel would not only serve as a vehicle for cultural promotion but also as a tool for economic growth, drawing attention to local festivals, cuisines, and crafts, thereby boosting tourism and local industries.
Economically, the scope of a 24×7 Duggar Channel is significant. Television penetration in India stands at 64 percent, leaving room for growth, particularly in regional markets. The introduction of a Duggar Channel could open up a lucrative market for advertisers and businesses, particularly those targeting the Jammu region. Television advertising, expected to grow at a CAGR of 12 percent, offers untapped opportunities for local entrepreneurs, artisans, and cultural promoters.
The socio-cultural and economic benefits of a Duggar Channel are undeniable, but the failure to establish such a platform has also led to the marginalisation of thousands of artists, producers, directors, and technicians from the Jammu region. Without a local television platform, these individuals, who have dedicated their lives to preserving and promoting the region’s culture, are facing unemployment and financial hardship.
The Government has to correct historical wrongs and ensure that Jammu’s unique cultural identity is preserved for future generations. The rich traditions, languages, and stories of Jammu deserve to be heard, seen and celebrated. The people of Jammu have waited long enough-now is the time for their voices to be amplified through a platform that truly represents them.
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