Film, television and streaming under generative AI
This sub-project investigates how Generative AI (GenAI) tools are becoming embedded in India’s audiovisual media industries and how their growing presence is reshaping creative work. The study proceeds in two stages. The first examines how GenAI is institutionalised across film, television and streaming through the practices of media companies, technology firms, industry bodies and policy actors. It asks how these actors frame the value of GenAI and how its adoption is organised within existing structures of production.
The second stage turns to cultural workers. It examines how writers, directors and producers understand and use GenAI in relation to their own work and how its introduction affects everyday creative practices, professional roles and working relationships. Methodologically, the project combines document analysis with qualitative interviews involving industry actors and cultural workers. By connecting institutional processes with workers’ lived experiences, the study examines how the political and economic conditions of GenAI adoption shape the social, economic and cultural organisation of creative work in India. It contributes a perspective from the Global South to wider debates on AI and the transformation of cultural production.