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From Bombay to BollywoodThe Making of a Global Media Industry$
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Aswin Punathambekar

Print publication date: 2013

Print ISBN-13: 9780814771891

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814771891.001.0001

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“It’s Not Your Dad’s Bollywood”

“It’s Not Your Dad’s Bollywood”

Diasporic Entrepreneurs and the Allure of Digital Media

(p.147) 5 “It’s Not Your Dad’s Bollywood”
From Bombay to Bollywood

Aswin Punathambekar

NYU Press

This chapter discusses the South Asian American mediascape from grassroots- and community-managed media production, particularly the use of public access television, the entry and dominance of India-based television channels like ZEE and Star TV, and the launch and failure of MTV-Desi. The creation of these mediascape—an intersection between South Asian culture and American culture—was sparked by the results of the 2000 U.S. census which revealed that the median household income for South Asian families was $64,000. In relation to this marketing logic, the chapter examines television channels' programming, marketing, and distribution strategies to illustrate how they remain caught up in a discourse of long-distance nationalism, and in the process fail to respond to the particularities of diasporic youth culture.

Keywords:   South Asian American mediascape, ZEE, Star TV, MTV-Desi, diasporic youth culture

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