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78 << Industrial Identity in an Era of Reform
like UTV are not simply corporate players that resemble and operate like
Hollywood studios. Rather, what we are seeing is the productive, if at times
uneasy, coexistence of varied capitalist practices. It is against this background
of a media industry-in-transition that the next chapter draws attention to the
emergence of marketing and promotions as a key domain where the shift-
ing relations between capital, speculation, and industrial identity are further
worked out.
