Whether it's Aishwarya Rai joining Amitabh Bachchan at Madame Tussaud's in London or the Indian film participation at various film festivals - from Cannes to Venice or the Hindi films Retrospective on Turner Classic Movie channel in the US or AR Rehman's debut at Broadway, Bollywood is the new cause celebre in global showbiz.

For decades the world has known Hollywood as entertainment that cuts across geographic boundaries and engrosses diverse people. Almost all major global media majors have a special presence in India - most are members of the Guild. Now one fifth of the world's population is reasserting their cultural aspirations; and Indian filmmakers and TV producers are reaching out to International markets. No wonder the world is taking note.

There are some truths, which the 21 st century anthropologists are discovering fast. We are on our way to become a truly global society. Networked yes but homogenized no. There are some totemic symbols of universal acceptability: Transnational brands (Coke, Sony, Nonie etc), food (Burger, Pizza, Tandoori Chicken) clothes (Jeans, Sports Shoes) music and movies. Yet an interesting corollary is also emerging alongside. In an increasingly pan global world there is a rise in ethnocentricity and parochialism. This dichotomy is also in creative industries too. The rise of customized, segmented media addressing communities - ethnic, economic, political and social is opening new vistas of entertainment. Technologies like Broadband (Wire Line and Wireless), Direct-to Home TV and Digital Cinema are changing the way we are entertained.

Consumerism it is said breeds leisure. As lifestyles change people will have more to time to expend for their enjoyment or sheer hedonistic pleasure. We are already seeing a change in social habits. Eating-out, traveling for fun (Tourism) and adventure sports are just a few examples of alien concepts which are becoming popular in India. With increasing insularity bred by an easy access to the outside world, a greater urge to go out will develop. We will have a revival of the performing arts, concerts, theatre, exhibitions and sporting events. The melas and The Utsavs will thrive once again. But they will share the limelight with amusement parks, mutiplexes, entertainment arcades, gymnasiums, country clubs and health resorts. Of course it will be the Guild members who will be leading the content charge in all of this.

This decade is seeing the shift from knowledge to a leisure economy!