Abstract
This paper critically evaluates how recent industry reports have explained the rapid growth of regional media in India. In these reports, regionalization is described — often in euphoric terms — as the result of a unique historical conjuncture where the rise of digital technologies of production, distribution, and consumption and the rapid privatization of public infrastructure have created avenues for both big and small media players to expand their reach into regional markets and rural hinterlands. However, a more interesting story is emerging alongside the celebratory narratives of digitization and media conglomeration in India. It is the story of how key players in the industry are turning to regional media to redefine their organizational identities in new ways that are simultaneously national, subnational, and transnational. At the same time, regionalization is also being embraced in the media industries to reimagine audiences in new terms that at once connect national and diasporic audiences with subnational or regional audiences in smaller cities, towns, and villages. In this context, regionalization has emerged as the framework for understanding the globalization of media industries and audiences in India.
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