Page 3 culture
Page 3 culture is the name given to tabloid culture in India covering India's partying, high society or upper class, and metropolitan culture, specifically Mumbai's, Delhi's and Bangalore's, which are all a feature of page three tabloid newspapers.
The term originates from India's colourful daily newspaper supplements appearing usually on the third page that chronicle cocktail parties and gossip of the glitterati – the country's equivalent of tabloid journalism. Page 3 features color photo spreads of celebrities and the nouveau riche at parties. Those featured on page 3 include fashion designers, socialite, models, remix music divas, and the glamorous and rich. The flashy supplements are a mix of celebrity news, party pictures, movie gossip and stories on such subjects as the sexual habits and preferences of Indians.
Page 3 has become a phenomenon which arose from sensationalism.
Observers say India's runaway Page 3 culture reflects two distinct levels of an aspirational society. One is the need for gossip. The second is the desire to be seen to be famous by featuring on Page 3.