First Yudh, then KBC’s Season 8 and even before you know it, AB might just make an appearance on Vasundhara, a serial that will see the launch of Jaya Bachchan on the small screen. It’s advantage Sony Entertainment all through. While other channel heads are in a tizzy looking to engage someone with as much star power as Big B himself, Sony’s men behind the scenes are quite upbeat. ‘He is an inspirational figure. He just creates an ambience of learning wherever he goes’, they say in unison. Deebashree Mohanty finds out how brand Amitabh is going to give other serials, producers and TV stars a run for their money
He is a brand, no doubt about it and he has done wonders for our channel. Amitabh Bachchan is such a celebrity that doesn’t need any promotion or any marketing. His presence alone does wonders to the TRPs,” Nachiket Pantvaidya, senior executive vice-president and business head of Sony Entertainment Television, says proudly.
Ever since the channel has added KBC to its portfolio, Sony is wooing the No 3 and 4 spot in television rankings. And with this blast of superstars like AB, Poonam Dhillon and Padmini Kolhapuri, it is on track to becoming numero uno.
“We are delighted that we have such stars to propel our stories. But as a channel we are also keen to bring new subjects with interesting elements into the fray. We always work in accordance to what our audience wants. As and when the stars happen, we will be happy to have them. The more, the merrier,” Pantvaidya, says. Indeed! But do popular television stars like Ram Kapoor, Ronit Roy and Shivaji Satyam feel neglected in this race for Bollywood superstarsIJ
“Not at all. In fact, I feel proud that I am sharing the same ‘channel space’ with Amitabh sir. He is such a hardworking person that he inspires all of us to give our best. There is no place for complacency in the TV industry and with the introduction of serials like Yudh, we are all perked up to perform better,” Ronit Roy who has been one of Sony’s mainstays, tells you. His Adalat which started with a healthy TVR of 6 points is going steady between the 3-4 points.
When it comes to TVRs and other ratings, Yudh and KBC are positioned such that they don’t eat into other show TRPs. “We obviously have a strategy so that none of our shows suffer because of a superstar. The channel does well when most of its shows are doing well and not just one or two sole winners,” Pantvaidya, says, adding that their vision is to ensure that their audience is glued to a particular channel from 7 pm to 11 pm.
“Maharana Pratap has been going through a rough phase but our scriptwriters have a plan B. They are going to introduce many new elements which will help boost the TRPs. I don’t think the coming of Amitabh sir has had any impact on this show. But I think other channels have to pull up their socks,” the young and talented Faisal Khan who plays the title role, tells you. MP has been sliding on the TRP graph with last week seeing the serial slip behind two points.
If you thought this sudden Amitabh frenzy on Sony will create a flutter in other camps, sure enough. There has been a mad rush to introduce star power to the repertoire by most channels. If Zee TV suddenly roped in Anurag Basu (of Barfi fame) as one of the main judges on Zee Cinestars ki Khoj, Colors is busy promoting Anupam Kher’s talk show which has opened to a not-so good opening. Only this week, life OK has announced Akshay Kumar as one of the mentors for Dare to Dance, a dance reality show.
“TV is a big platform and is coming of age. I don’t see any reason why superstars on the big screen can’t make their presence felt on the small screen. There is space for everyone. This benefits other actors as well as they can learn on the job by getting to work with the likes of Amitabh Bachchan. It is a lifetime opportunity,” veteran Anupam Kher says about this sudden splash of AB on TV.
According to many young TV actors, this new trend creates a kind of a access pass for them to get an entry into Bollywood. “I had never imagined that I would bag a role in Dharma Productions. It is very difficult for us to get in touch with directors like Karan Johar but when I got an opportunity to do Jhalak Dikhhla Jaa, I grabbed it. I may not have stayed on in that show for a long time, but that bit of exposure did me good,” Siddharth Shukla, protagonist of Balika Vadhu who was recently seen in Humpty Sharma Ki Dulhania, says.
There are many like him waiting for directors or stars to notice them and give them a launch pad. But it is a once in a lifetime opportunity. “It’s true that TV stars who get a break in Bollywood have to struggle harder than film actors who make their debut on TV but that is part of life. You have to take that with a pinch of salt,” Kher says, adding that there is no competition between his show and those which Big B is part of.
If you are wondering how Amitabh Bachchan manages his time between film shoots and TV, here’s an insider’s account: “He likes to wrap up TV shows in one go. His outer limit to complete a film is 40 days. He doesn’t like to go beyond this schedule. Believe it or not, sir’s first preference are TV shows because he feels he has a responsibility to fulfill that commitment first,” a source says.