ABSTRACT
This chapter sets the tone for examining concepts of language and culture as interchangeable and traces the constitutional and political journey of language in education, media, and governance. Culture is seen as an encompassing system of ‘meanings’ while language is a marker of diversity in the society. Contesting both the terms ‘regional’ as well as ‘language’ the work decides to use ‘regional language television’ in place of coining a new term. Elaborating the regional in media and communication, the chapter deals with the increasing importance of the regional in global and local contexts. The chapter concludes that culture as a ‘paradoxical commodity’ is shaping regional television in India and audiences seems to be getting into the ‘golden cage’ of platform economy.
