About to embark on Kaun Banega Crorepati (4), Amitabh Bachchan recently reminisced on his blog about how it was back in 2000. When he first decided to do television, those in charge of guarding his brand were highly doubtful. For a man who ruled the silver screen to be cramped into small box screens, to lose mystique and be delivered straight into distracted drawing rooms was seen as a dilution of his persona.
But Bachchan persisted — it was an honourable way to begin to pay off the pile of debts he had incurred in the debacle that was ABCL. To the participants who came hoping to win a tidy sum of money, this was even more of a connect with the man who sat opposite them; he too was there to make money — a necessity and a preoccupation that binds all of poor and middle class India. So when Amitabh Bachchan asks someone on the hot seat: “Kya maayne rakhtein hai ye paise aapke liye? What does this money mean to you?”, the query is significant. It adds to that mental profile we Indians assemble for everyone we meet. It is a question that everyone is sympathetic to; and the answer, no matter how similar, is invariably of interest.
Bachchan’s return to television ten years later sees a vastly different picture. Bollywood wouldn’t touch TV with a pole then, but they love it now. It is impossible to flip channels on primetime weekends without shuffling on star dust. Akshay Kumar is a sure shot these days, and Aishwarya Rai Bachchan smiled graciously on Masterchef last week even as she fenced gingerly with Karan Johar. In recent years, Bachchan Jr, Shah Rukh Khan, Akshay Kumar, Karan Johar, Farah Khan, Priyanka Chopra have all hosted television shows, and everyone in Bollywood worth anything at all has trooped through television studios. A fact that tells us, better than reams of statistics ever could, how powerful the small box has become.
Talk shows are one aspect, but there is the other tiresome matter of promotions. Singing contests, comedy, dance and sundry talent contests... nothing is spared from the relentless onslaught of new movie releases. Stars, directors and associated celebrities appear on these platforms. For the talent show, it presumably keeps the interest alive; for the movie, it is an easy audience, captive, gagged and bound. Win-win, as they say.
The biggest victims of this parade of self-serving guests, to my mind, are the judges of musical contests. Over the years, these have been notorious for attention-seeking gimmicks, manufactured conflicts... generally behaviour known in TV circles as ‘khaaoing’ footage. For example: a contestant performs well. Instead of a measured critique, he or she is more likely to encounter a judge who leaps out of his chair, bounds up on stage to bestow hugs, blessings and fulsome praise, all under the red eye of the camera. Camerapersons have learnt the hard way not to compose judges in tight frames, for they are apt to rear up without notice, leaving the vision mixer with disconcerting visuals of their midriffs if everyone isn’t sharp enough.
Now this scenario has become rather compromised by the Bollywood publicity machine. Hardly a week goes by without some promotion, and our judges must now suffer to play host to a series of celebs even more intent on consuming valuable air-time. For the viewer, of course, this is extremely fatiguing; quality music has long vanished and it is just one dose of insincere hype after the other.
But promotions aren’t limited to reality TV — they sometimes spill over into soaps as well. Salman Khan as Chulbul Pandey was woven (very, very badly!) into the script of Laagi Tujhse Lagan and Akshay Kumar dropped into the home of the Kashyaps of Sasural Genda Phool to sell Khatta Meetha. Much as we acknowledge the compulsions of the business, this is distressing. At least the soaps — television at its purest — may be spared the Bollywood infestation.
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