The rise of streaming culture: SVOD media and the digital revolution in India

Abstract

ABSTRACT The article analyses the reasons and the effects of the rise of digital platforms in India, specifically focusing on SVOD platforms. The proliferation of various digital video platforms of different types has been tremendous both in India and the world since early years of 21st century. Taking into consideration the fact that digitality in India is a recent phenomenon, the article, by drawing upon some of the most significant theories in new media studies analyzes the questions of remediation and mediatization in the context of streaming culture in India by taking an example of an emergent media form – web series. The article also takes into consideration the impact of infrastructural development of streaming culture in India, and looks at several examples illustrating digital revolution in India – the remediation of television and the regulation of SVOD content as an example of entanglement of media and society.