| Summary/Abstract |
This article analyzes the significant events that led to the emergence and growth of the online Indian audio-visual sector. The principal argument that drives this narrative is the co-evolution of Indian formal and informal media economies that led to the media industries’ digital transformation. Drawing on historical analysis of the Indian film and television industries, we argue that just as the informal means of finance, social relations, illegal cable and satellite distribution had a formative influence on how these industries formalized, the Indian online audio-visual sector is driven by distinctive formalization processes, led by creators who are engaging with both local and global UGC-led platforms as well as PGC-led portals. Using a critical media industries framework, with data gathered from semi-structured interviews with ‘above-the-line’ Indian online media practitioners together with trade press literature, we propose an analytical framework that incorporates both platforms and portals as industrial objects for mapping digital production cultures that originate as inherently informal.
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