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For the global audience, the image of Bollywood is synonymous with the music clip: vibrant colors, choreographed crowds, and lip-syncing heroes in alpine landscapes. However, this identification is a product of a specific media ecology. Historically, the film song was an intra-diegetic element, experienced within the cinema hall. The rise of "link entertainment"—television programming designed to fill transition slots or entire schedules with short-form content—transformed the film song into a standalone "video." Channels like Zee TV’s SaReGaMa and MTV’s Bollywood Express treated film songs not as spoilers but as primary texts. This paper explores how this transition created a symbiotic yet tense relationship: Bollywood needs the clip for pre-release hype, while link entertainment needs Bollywood for culturally resonant content. The thesis is that the clip has become the master, and the film its servant, reversing the original hierarchy of cinema.

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