The weekend lifestyle of urban India now revolves around dropping episodes on a Friday midnight. The "cliffhanger" has replaced the "interval." This has led to a more individualized form of entertainment. People no longer gather around a single family TV; they watch on their laptops, tablets, or phones with earphones. This shift has created a more personalized lifestyle where entertainment timing is dictated by the viewer's convenience (asynchronous viewing), not the broadcaster's schedule.
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