The term "masala" is also used metaphorically to describe gossip, "tea," or sensational news.
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We are already seeing experimental formats: The term "masala" is also used metaphorically to
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The next frontier is vertical video. Several Bollywood studios are now experimenting with "vertical cuts"—re-editing entire films into a portrait-mode, episodic clip series exclusively for mobile platforms. Meanwhile, AI tools now allow fans to generate their own clips: deepfaking their faces onto heroines, or auto-generating dialogue dubs in regional languages.
The challenges faced by digital regulators in monitoring fragmented media clips compared to full-length films. 5. Conclusion