A substantial Malayalam film industry effectively competes against both Bollywood and Hollywood. Television (especially “mega serials” and cartoons) and the Internet have affected Keralite culture. Yet Keralites maintain high rates of newspaper and magazine subscriptions; 50% spend an average of about seven hours a week reading novels and other books. A sizeable “people’s science” movement has taken root in the state, and such activities as writers’ cooperatives are becoming increasingly common.