From Bombay to Bollywood: The Making of a Global Media by Aswin Punathambekar

By Aswin Punathambekar

From Bombay to Bollywood analyzes the transformation of the nationwide movie in Bombay right into a transnational and multi-media cultural company, which has emerge as referred to as Bollywood. Combining ethnographic, institutional, and textual analyses, Aswin Punathambekar explores how family members among nation associations, the Indian diaspora, circuits of capital, and new media applied sciences and industries have reconfigured the Bombay-based industry’s geographic succeed in. supplying in-depth money owed of the workings of media businesses and media execs, Punathambekar has produced a well timed research of the way a media within the postcolonial global has come to assert the worldwide as its scale of operations.
 
Based on vast box study in India and the united states, this e-book deals empirically-rich and theoretically-informed analyses of the way the imaginations and practices of execs provide form to the media worlds we inhabit and interact with. relocating past a spotlight on a unmarried medium, Punathambekar develops a comparative and built-in method that examines 4 assorted yet interrelated media industries--film, tv, advertising, and electronic media. delivering a path-breaking account of media convergence in a non-Western context, Punathambekar’s transnational method of knowing the formation of Bollywood is an cutting edge intervention into present debates on media industries, construction cultures, and cultural globalization.
 
Aswin Punathambekar is Assistant Professor of communique stories on the college of Michigan-Ann Arbor. he's the co-editor of Global Bollywood (NYU Press, 2008).
 
In the Postmillenial Pop series

 

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Additional info for From Bombay to Bollywood: The Making of a Global Media Industry

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And as I mentioned in the previous chapter, a few minutes into his address, Yash Chopra proceeded to invite Karan Johar, another influential producerdirector in Bollywood, to join him on stage. The prominence granted to Anand Sharma and Sushma Singh from the Ministry of Information & Broadcasting was not surprising given the remarkable shifts in state policy toward the media industries in general and the Bombay-based Hindi film industry in particular. Yash Chopra and Karan Johar’s presence seemed appropriate as well.

20 The event, attended by well over thirty journalists, began with a screening of the trailer of Main Prem Ki Diwani Hoon and three song sequences from the film. This was followed by a twenty-minute session during which Rajat Barjatya fielded a range of questions about the film’s plot, the stars, and the music. ” Toward the end, when it was clear that the journalists and other attendees had no other questions, Barjatya announced that there was one important idea he wished to convey. Speaking softly and affecting a solemn tone, he delivered his marketing pitch: Everyone knows that Rajshri has made family films that appeal to viewers in every strata of society across India—north, south, east, and west.

What Do I Mean to You? 20 The event, attended by well over thirty journalists, began with a screening of the trailer of Main Prem Ki Diwani Hoon and three song sequences from the film. This was followed by a twenty-minute session during which Rajat Barjatya fielded a range of questions about the film’s plot, the stars, and the music. ” Toward the end, when it was clear that the journalists and other attendees had no other questions, Barjatya announced that there was one important idea he wished to convey.

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