This talk traces shifts in the crowded streaming ecosystem of India as “local” and “global” streamers target new-to-mobile phone users (“neomobiles”) through strategies of telecom (un)bundling, bitrate ladder optimization, “coopetition,” and deep-edge computing. The streaming companies, ranging from megacorps to startups, sought to convert/convince neomobiles (who were earlier supposedly watching pirated/downloaded content) to now stream on their phones without buffering. I conceptualize the managerial roles of talent agents and scouts recruiting provincial influencers from rural hinterlands for two post-TikTok (short video) platforms (Moj and Josh) and the entrepreneurial limits of the mobile media industry. This industry’s practices afford participations and conveniences as well as generate uncertainties and predatory inclusions. This talk examines how platforms interested in formal capture (and monetization) of vernacular creative practices (that existed in the domain of informal sociality/exchange) are projecting particular aspirational arcs for content creators amidst state-corporation induced formalization of the Indian economy through a range of fintech initiatives.

This program is open to all eligible individuals. USC Annenberg operates all of its programs and activities consistent with the University’s Notice of Non-Discrimination. Eligibility is not determined based on race, sex, ethnicity, sexual orientation, or any other prohibited factor.