Virtual world demands bog down Bollywood

They voice their opinions, make personal announcements, seek publicity for their films and try to connect with their fans. Social networking sites have been the hotspots where Bollywood celebrities blog, chat and tweet about everything under the sun.

And when they are not talking about their work or announcing marriages and births, they are busy airing their opinions on political and social issues.

However, industry insiders say that the novelty seems to be wearing off, with more and more celebrities unable to keep up with the demands of maintaining their virtual accounts. Barring a few, including Amitabh Bachchan, Aamir Khan, Priyanka Chopra and Bipasha Basu, many Bollywood biggies seem to have gone quiet in the virtual world.

“Behind all the networking lies a strong sense of business and purpose. And when a film or product launch is not on the horizon, celebrities and their accounts are silent,” explains an industry watcher. Some are also accused of only talking about themselves or their work while remaining mum on issues concerning the common man.

“Social networking is nothing but a smart publicity tool exploited by the stars and their producers. No one expects it to become a more meaningful mode of communication,” says a marketing expert.

Abusive feedback from disgruntled fans is another reason why some are no longer active on such sites. “The anonymity of the internet emboldens some in cyberspace to abuse the stars,” says an insider, citing the example of Hrithik Roshan being insulted by a cine-goer who said the hunk can’t act.

Roshan, however, reacted with grace. “There are some who might not say things you like. Some might be harsh. But how you react to a situation is in your hands,” says the star who had tweeted back to his critic that he would try harder and act better in the future.

Sonam Kapoor and Minnisha Lamba had a verbal duel with a columnist who had said uncharitable things about them.