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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, alongsidedoi:10.1109/hicss.2010.428 dblp:conf/hicss/SeshagiriB10 fatcat:srnd455hdbamtcownlhgwvho64