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Our article starts from the assumption that the ingredients of success in the case of the Indian cultural products are based on their "cultural value". India's value of cultural products is multidimensional and it does not strictly reside at the language level known by the public or by just part of it. Our analysis shows that the success of India's popular culture is based on the perception of Romanian audiences of them as a cultural "mix" between the "local" (that is, Indian) elements and the appeal at a set of "global" (universal) values. More precisely, in the case of Romanian audiences for India's cultural products (TV series) there was a validation of theories regarding the cultural hybrid motivations involved in media consumption, theories about the importance of cultural proximity in the consumption of popular culture's products and theories emphasizing globalism and of these cultural products, making them desirable and wanted world-wide. [ABSTRACT FROM AUTHOR]

This article analyses the rise of YouTube in India between 2008 and 2018 by focusing on two central themes: first, shifts in digital infrastructure that enabled the widespread consumption of streaming media; and second, the importance of music-media aesthetics in supporting the platform's predominance. Drawing on ethnographic fieldwork and close readings of videos by significant early Indian YouTube performers, I trace how an 'aesthetics of intimacy' facilitated the practices of 'engagement' that drove YouTube's expansion and monetization. The article thus highlights the infrastructuralizing capacities of musical aesthetics as they have allowed YouTube to become the predominant online platform for the circulation of videos and attention in India and beyond. Ultimately, I suggest that scholars of digital music cultures must attend to the intertwining of aesthetics and infrastructure to gain insight into the corporate industry imaginaries that guide platform expansion in emerging digital markets. [ABSTRACT FROM AUTHOR]

Public service broadcasting has played an essential role in the dissemination of news and information in various countries for decades. Public service broadcasting (PSB) is currently faced with a number of difficulties, including the requirement to establish its legitimacy in an increasingly digital media landscape. The aim of this study is to find what public perceptions of PSB are in the digital age, as well as how they view PSB's function in contrast to other digital media offerings. A standardized questionnaire was used to conduct an online survey. The findings shows that respondents attribute a clear role to PSB and distinguish it from other media offerings in the increasingly digital media environment. Respondents are more likely to value social media platforms for entertainment purposes than PSB. This study provides an overview of the growing research literature on the impact of millennials' changing media consumption in the digital era on Doordarshan, India's public service broadcaster, and its implications for the future of Doordarshan. The study will also look at the impact of various media platforms on millennials. This proposed research looks into how Doordarshan, deals with the problem of reflecting an avalanche of user-generated content created on social media by a large younger audience. In this study, key factors for attracting, managing, and retaining young audiences, particularly millennials, will be examined. Researchers and operators in related fields should be able to use the findings of this study to identify various factors that explain Millennials' media consumption. [ABSTRACT FROM AUTHOR]

Connectivity among societies has increased manifold in a globalized world. Media, mainly digital media, have emerged as an exciting player in the globalization process. It simultaneously augments the globalization process and also fuels ultra-localism- a complex socio-cultural phenomenon. In India, growing smartphone users have been changing the pattern of media content consumption. In the last three years, with the availability of cheap internet data, the Indian audience is consuming more and more online media content. In the entertainment sector, media consumers are showing a significant change in their consumption behaviour. Traditional cinema viewing is gradually being replaced by watching cinema and shows on Over The Top (OTT) media platforms like Amazon Prime, Netflix and other service providers. This paper probes how Indian millennial audiences, mainly the 'Digital Mainstream' has been watching cinema on OTT platforms and why are they switching to mobile devices rather than sticking to the big cinema screens. Are they satisfied with watching the content on a smaller screen or are there still craving for watching on a bigger screen? Is the content different? Is the experience different?. Applying the method of survey and in-depth interviews, this exploratory paper attempts to find an answer to these research questions. Since the entertainment media content creators including the director and producers of cinema are adapting themselves to the behaviour of the audience of the OTT platforms, this paper may throw more light on the behavioural pattern of the young audience so far as taking to the new medium is concerned. [ABSTRACT FROM AUTHOR]

In this paper, we examine how social structures of gender, caste, and religion, within which children in India operate, inform their engagements with media technologies/narratives. We demonstrate our approach using the case of three villages in the Ahmedabad district of Gujarat, India. We examine children's media cultures using ethnographic methods which occasion long-term immersion and paying attention to children's narratives. We also argue that children experience and enact their agency while engaging with media from within the limitations or norms imposed by the social structures. This is evident in the simple negotiation strategies they have developed to challenge social structures and norms prevalent in their societies. Based on empirical evidence we conclude that the children's exposure to and consumption of media narratives under adult management allow the families and communities to reinforce the dominant rationality of patriarchy, caste hierarchy, and religious prejudice. [ABSTRACT FROM AUTHOR]

From past few years India has shown a tremendous growth in consumption of Digital Media content. The usage of Digital Media platforms for acquiring information on news, health and other topics, entertainment and e-commerce has made India one of the fastest growing internet nations in the world. This shift in consumer preference towards digital media has gathered attention of marketers and constrained them to upgrade their traditional mediums of advertising. The statistics, surveys and reports published by governmental and private organizations on increased number of smartphones, internet users and availability of pocket friendly high-speed data plans, gives a clear indication of burgeoning online media consumption. This notable shift in media consumption habits of viewers has opened new doors of opportunities for creative content providers and advertisers, but, challenged traditional means of television viewing and marketing. This article attempts to review previous researches in the area of online television viewership, digital media consumption habits, findings of various news agencies and forecasts made by International consultancy and professional service firms. As smartphones has replaced traditional radio sets in home, digital media is also overtaking traditional medium of television viewing and advertising. These are the important issues, for which this study has been done and in this research study, the driving forces behind increasing digital media consumption has been observed and discussed thoroughly. Finally, the research throws light on challenges for traditional television and advertising industry, and, summarize suggestions made by analyzing content to enrich advertising industries. [ABSTRACT FROM AUTHOR]

This paper seeks to explore the media habits and preferences of rural audience in India. The study adopted purposive along with random sampling techniques to identify stakeholders in six states of the country who were targeted for the Bharat Nirman campaign conducted by the Ministry of Information and Broadcasting, Government of India. The results indicated that television is the best medium to target rural and semi-urban audiences for public service advertising. Doordarshan’s regional channels remained one of the preferred communication medium for accessing information along with other regional channels. Newspapers and radio appeared to seriously lag behind as mass media vehicles of choice in comparison to television. The mobile telephone had made some inroads; however, it was hardly being used as a medium for accessing public service information. [ABSTRACT FROM AUTHOR]

This paper examines how young Filipinos of Indian origin describe and position their identities in autobiographical narratives and through talk about their experiences with local, global and transnational media. It draws on studies (Gillespie 1995; Madianou 2006) that conceptualize diasporic identities as a positioning in context and media as a symbolic space where meanings of nation, ethnicity and belonging are negotiated. Data were gathered using indepth interviews and content analysis of online personal sites of second generation Punjabis, Sindhis and Filipinos with one Indian parent. Initial findings suggest that participants tend to define themselves based on class distinctions that conflate ethnicity with class. They assert their 'Indian' identity when faced with stereotypes and misconceptions of India and Indians in everyday talk, news and entertainment media. Consumption of Filipino and global media enable them to participate in the local culture, while use of Indian media create exclusive spaces to claim affinity with Indian cultures. This study extends our understanding of the social and cultural dynamics of diasporas in the Philippines, identity politics among Indian diasporic communities in post colonial societies, and the role of the media in these processes. [ABSTRACT FROM AUTHOR]