This article explores the relationship between the arrival of early mobile communication technologies and the emergence of reality television (TV) contestants from the Northeast region, particularly Assam. It argues that such networked communication infrastructures enabled marginalised and aspirational publics to mobilise and assert their identities in an evolving mediascape; specifically, how these publics deploy telecommunication and media infrastructures to acquire media visibility. This correlation is examined via the success story of Debojit Saha—the first reality TV star from the Northeast. Significantly, his win was credited to a rigorous, coordinated SMS voting campaign conducted by local student and socio-political unions. Hitherto marginalised regional identities emerged as key players in development of the digital television culture in a neoliberal economy.
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