Film, TV, and publishing companies in India are hoping to cash in on the media-saturated youth culture of the nation, according to NDTVMovies.com.
It seems the books that inspire blockbuster hits in India see an immediate boost in sales, so entertainment giant STAR India has teamed up with Prakash Books to publish almost 300 titles based on TV serials this year.
In the article, Indian poet and filmmaker Gulzar puts it bluntly:
At a time, when youngsters are glued to Internet and television channels, you cannot feed them forcefully. We must provide what youngsters want to read.