Not So Small

Ever since the success of Amitabh Bachchan’s maiden venture on the small screen with Kaun Banega Crorepati in 2000,Bollywood actors have been encouraged to experiment with the medium. Actors such as Shah Rukh Khan,Akshay Kumar and even Ajay Devgn and Kajol have been a part of reality-based programming. However,the last two years have witnessed a significant rise in Bollywood stars’ TV debuts. Rajesh Iyer,Head-Marketing,Colors,attributes this to the medium’s reach. “While movies get them the one-time exposure at a theatre,with a television presence,celebrities are able to enter the viewer’s home everyday and build a long-term connect,” he explains.

However,a major factor boosting the trend is also the channels’ desire for a star association. Colors went on air in 2008 with Fear Factor: Khatron Ke Khiladi (KKK) hosted by Kumar. The channel has since had a steady flow of stars — often making their TV debut — for their various shows,including Priyanka Chopra,who hosted KKK in 2010. “We chose Akshay Kumar for his universal appeal; he helped make our presence felt in millions of households,” adds Iyer.

What no one is willing to comment on,however,are the monies. Though exact figures are unknown,channels are known to have paid actors huge amounts to have them on the shows. While the combined remuneration of Dutt and Salman for Bigg Boss is rumoured to be up to Rs 5 crore per episode,Roshan came for a hefty Rs 2 crore per episode on Just Dance.

But both channels and actors assert that a show’s format is the defining factor in the deals. “TV content is evolving and offers interesting options nowadays. Besides,a celebrity alone cannot make a show work; it has to be the right combination of content and celebrity-connect,” Dutt had pointed out in an earlier interview to this newspaper.

Dutt makes a pertinent point here as plenty of big ticket TV stints have failed to generate the desired response,including that of Shah Rukh Khan’s. Ironically,the actor started his career on TV but all his attempts at comeback — Kaun Banega Crorepati (2007),Kya Aap Paanchvi Paas Se Tez Hain? (2008) and Zor Ka Jhatka: Total Wipeout (2011) have been disappointing. Abhishek Bachchan’s National Bingo Night on Colors also got a lukewarm response.

Incidentally,it was Ray’s lack of Bollywood baggage that made TLC sign her on. “She is a good host and connects with both national and international audience. Most importantly,her presence on the show didn’t overshadow the content,” points out Rajiv Bakshi,V-P (Marketing),South Asia,Discovery Networks Asia Pacific. He also adds that the channel could have used this as an opportunity to exploit Ray’s cancer-survival story,but chose otherwise.

An executive from an international channel who did not wish to be named feels that using film stars in programming brings in only short-term benefits. “Most channels rope in actors for their star value and to grab eyeballs. The same actor will be seen on another channel doing another show if he or she is paid more,diluting the show and brand’s presence. But if content is kept central,then the channel need not fear that.”