Virtual Bollywood

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: Kamla Bhatt is a technology trend watcher and host of The Kamla Show on radio

Bollywood is on my mind these days. I can’t seem to escape all the Bollywood-related news that comes my way in the online world. Well, cut, cut. Let us try that again. I have a Bollywood Google alert and that is how Bollywood news comes my way every day in real time. This virtual Bollywood is an exciting place where I can flit from a blog post to a video clip to a social networking site and within minutes I have a pretty good idea of what is happening. Recently a news article on Adlabs Cinema caught my attention.

Adlabs has commissioned a comprehensive survey about new age movie goers as the article put it. Specifically, Adlabs is interested in finding out the characteristics of this new cinema age cinema audience. The news report quoting Tushar Dhingra, COO of Adlabs said this is the first time that a comprehensive survey of Indian movie goers is being undertaken. Now, this is interesting when you think that India produces the most number of films in the world and for over 60 years the dream merchants of Bollywood have kept millions of people entertained around the world. But, what caught my eye was what Hemant Mehta of IMRB, the company that will conduct this survey, had to say about using cutting edge technology for their survey. I don’t know what he means by cutting edge technology, but my sense is that this cutting edge technology may or may not include Web 2.0 tools like blogs, wikis, social networks etc and their impact on people around the world. This cutting edge technology has changed the characteristics of the new age movie goer and has in the process added a whole new set of first-time Bollywood and Indian film fans.