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Saturday, July 03, 2004

Bombay Awakes! via Techreview.com

Immigration, global capitalism, and new media technologies are opening Western markets to Indian movies and music.Four factors—global capitalism, South Asian emigration to the West, new media technologies, and American youth searching for cultural difference are adding up to a significant shift in the flow of media into the Western market. Critics had warned that new media would accelerate cultural homogenization, yet it can also insure the global production and circulation of cultural difference Three different sets of economic interests behind the opening of the West to Asian media content. One is the national or regional media producers who see the global circulation of their products not simply as expanding their revenue stream but also a source of national pride. Secondly, there are the multinational conglomerates who no longer define their production or distribution decisions in national terms but seek to identify potentially valuable content wherever they can find it and push it into as many markets as possible. And finally, niche distributors are searching for distinctive content as a way to attract upscale, college-educated consumers.Goodbye, Gershwin. Hello, Rahman

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