Abstract :
Digital audio and video content is prolifically generated and consumed in today´s media-rich, experience based economy. Despite of the digital divide that prevails in the developing regions, the present study showed that digital media has made its way to the everyday media consumption practices of economically challenged, urban consumers in India. In line with previous research, television and cinematic media traditions continue to constitute important aspects of media use. However, alongside television, digital media platforms, mobile phone and DVD player, in particular, have also become popular. The paper describes media use practices that were observed in this qualitative, exploratory study and highlights affordable digital media design opportunities based on the key findings. The notion of digital media acting as contributor to bridging the digital divide is discussed. However, future research is needed to establish the validity of this argument.
