Loading…
Ormax Media Pvt. Ltd.

Say No to 'Regional'

Say No to \'Regional\'

Say No to 'Regional'

In a country that has a rich and diverse content landscape, the word “Regional” has an unmistakable ring of condescension, subliminally cueing a hierarchical relationship
Published on September 23, 2022   •   2 mins read
Share this Insight

By Our Insights Desk

Summary
  • With language boundaries being progressively broken down in the Indian theatrical and streaming space, the Indian entertainment industry needs to be more mindful of the nomenclature they use for content across different languages
  • In July 2022, Ormax Media stopped using the word "Regional" in any of our reports or communication, to give different languages an equal stature in our work
  • We have shifted to a more neutral, prejudice-free word, i.e., "Language"

In July this year, we decided to completely stop the usage of the word “Regional” in any of our work, ranging from reports, social media messaging, media communication, etc. The usage of “Regional", to describe all non-Hindi Indian content, has, for many years, created a false binary, resulting in an inaccurate description of the Indian entertainment industry. In a country that has a rich and diverse content landscape, the word “Regional” has an unmistakable ring of condescension, subliminally cueing a hierarchical relationship between content from various language markets. With the language barriers and boundaries being broken, especially in the theatrical and streaming categories, there cannot be a better time to relinquish the usage of a dated word, and move to more inclusive nomenclature.

We have shifted our usage to “Language” instead. The term is neutral, and free of prejudice. The response to our social media post below, from July 18, has been heartwarming, with several stakeholders from Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi, Punjabi and other industries wholeheartedly welcoming the move. We hope it motivates several others in the Indian Media & Entertainment industry to relook at the use of the term “Regional”.

 

Indian Cinema Tamil Cinema Kannada Cinema Malayalam Cinema Telugu Cinema Marathi Cinema Punjabi Cinema Bengali Cinema OTT Streaming
Share this Insight

Related Insights

The India Box Office Report: February 2024

The India Box Office Report: February 2024

February 2024 was a modest grosser for the Indian film industry, with collections of only ₹625 Cr. However, Malayalam cinema, led by Manjummel Boys, had its best-ever month at the box office

Embracing the dark: Untapped potential of horror in Hindi cinema

Embracing the dark: Untapped potential of horror in Hindi cinema

Despite several indicators of box office potential, horror films have been marginalised in Hindi cinema in recent years. This analysis looks at the untapped potential of horror genre in Hindi cinema

The India Box Office Report: January 2024

The India Box Office Report: January 2024

January 2024 was a respectable month at the India Box Office, with total collections of ₹940 Cr, as three films, i.e., Fighter, Hanu-Man, and Guntur Kaaram, crossed the ₹100 Cr-mark individually

Subscribe to stay updated with our latest insights Ormax Media Pvt. Ltd.

Subscribe to stay updated with our latest insights

Ormax Media Pvt. Ltd. Privacy Policy

We use cookies to improve your experience on this site. To find out more, read our Privacy Policy