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The real mass promotion of Indian music began with radio, especially All India Radio (AIR).
Radio brought music into millions of homes, even in rural areas where people had never
attended concerts.
AIR played classical, folk, devotional, and light music regularly. It also graded artists and
gave them national recognition. Many legendary musicians became famous through radio
broadcasts. For ordinary listeners, radio became their first music teacherintroducing
ragas, instruments, and regional songs.
Radio also preserved rare recordings, ensuring that traditional music did not disappear. In
this way, it democratized Indian music by making it accessible to all social classes.
Cinema and Television: Popularization and Glamour
Indian cinema has been one of the strongest promoters of music. Film songs blend classical,
folk, and modern styles, reaching audiences across languages and regions. Many people first
encountered ragas through film songs based on classical melodies.
Television further expanded this reach. Channels like Doordarshan broadcast classical
concerts, folk performances, and music programs. Later, private channels introduced music
reality shows, talent hunts, and countdown programs. These platforms discovered new
singers and made music aspirational for youth.
Cinema and TV also created star musicians and composers, making music a respected and
glamorous profession. Thus, audio-visual media made Indian music both popular and
profitable.
Digital Media and Internet: Globalization of Indian Music
In the 21st century, digital media has transformed the promotion of Indian music. Platforms
like YouTube, streaming apps, podcasts, and social media allow artists to share music
instantly with global audiences. A classical recital in India can now be heard worldwide
within minutes.
Young musicians use Instagram, reels, and online concerts to build their own audience
without depending on big companies. Folk artists from remote villages can upload songs and
gain recognition. Online tutorials and virtual classes also help students learn Indian music
anywhere.
Digital media has also encouraged fusion and experimentation. Collaborations between
Indian and international musicians have created new sounds while preserving tradition.
Thus, the internet has turned Indian music into a global cultural force.