This was folk archiving. The popularity of a video was determined by its utility for a mobile user. A 30-second clip of Mohanlal’s “Kuthira Vandi” dialogue was popular not just because it was funny, but because it could be used as a call-back tone or a Bluetooth-shared joke. The filmography was a living, breathing jukebox of clichés: the hero’s entry, the villain’s laugh, the comedian’s innuendo.
: It combined content sharing with chatrooms and messaging, outranking sites like Facebook and YouTube in mobile traffic during its peak in the late 2000s. Popular Video Content and Streaming Today