Globalization, new political economies, and cultural change

This chapter addresses the new political economies transforming cultural production in the Indian and Pakistani media industries, including changes in organizational structure and new models of financing, producing, and distributing cinema. The discussion encompasses a detailed examination of the ongoing movement towards media corporatization in the Hindi film industry and its consequences for multi-platform convergence – conditions that have allowed Pakistani stars to transcend media genres and borders. In addition, exploring the growing transnational market for Hindi cinema and its reception overseas highlights the role of commercial and cultural globalization in motivating crossover celebrity. These changes create novel conditions for the emergence of Pakistani stars in mainstream Hindi cinema, including more diversified entertainment products, outlets for distribution, and opportunities for consumer engagement.