Mega stars have descended on the small-screen. Be it Shah Rukh Khan, Salman Khan or Akshay Kumar—all are hosting shows this season
While superheroes SRK, Salman Khan and Akshay Kumar are being paid exorbitant fees for hosting TV shows, does it translate into recovery for the channels, finds out Ranjib Mazumder
Mega stars have descended on the small-screen. Be it Shah Rukh Khan, Salman Khan or Akshay Kumar—all are hosting shows this season. However, it’s yet to be seen how much business sense this makes for the channels as the stars are apparently charging eye-popping amounts.
Pricey pack
When SRK took over Kaun Banega Crorepati after Amitabh Bachchan, he was apparently paid Rs 70-75 lakhs per episode. The contract was for multiple seasons, and Kya Aap Paanchvi Pass Se Tez Hain is its extension.
Now, Salman reportedly is charging Rs 89 crore for the show Dus Ka Dum for just 104 episodes. Moreover, Akshay Kumar will be hosting the new season of Fear Factor and apparently pocket Rs 1.5 crore per episode making him the most expensive actor on TV so far.
Minding their business
Albert Almeida, business head of Sony says, “When we have a star, it guarantees audiences. I don’t’ want to reveal how much Salman is getting for Dus Ka Dum. But, we only pay what the stars are worthy of. A lot of planning and strategy goes behind a show. There’s a great curiosity surrounding Salman. Hence we’re sure of the recovery.”
Bonus benefitsAlso, audiences remain glued to the screen when a star is hosting the show. So, the trailers of other daily soaps grab the attention of viewers simultaneously. This helps the channel in creating a flagship show. An industry insider also reveals, “When a star hosts a show, all the brands, which he endorses gladly associate with the show. For example, SRK endorses Airtel, which is also the principal sponsor of Paanchvi Pass. Prem Kamath, vice president marketing of Star says, “I won’t be able to comment on our financial policy. But as far as Paanchvi Pass is concerned, SRK is a viable proposition.”
Similarly, Dus would get most of the brands that Salman endorses. “Post Jassi Jaisi Koi Nahin, Sony is aiming for one flagship show as most of their high-budget soaps have been dampeners. That’s why they’re taking the big risk with Salman,” elaborates the insider.
Channel clash However, Tarun Mehra, business of Zee TV differs, “We don’t rely on reality shows as much as other channels do. But, when a channel puts massive money in a single show, there is a strategy behind it. Star has always relied on reality shows like KBC, besides the daily soaps. Reality shows grabs a lot of eyeballs undoubtedly. That way they market the channel too. As far as Zee is concerned, we only have Rock N Roll Family, with Kajol, Ajay Devgan and Tanuja. We’re optimistic of recovering the money that we’ve paid them.”
Khiladi’s killer instincts
Apparently, the upcoming channel VIACOM 18 has roped in Akshay Kumar (Fear Factor) to give it the initial push. “Earlier NDTV Imagine had showcased the show Say Shava Shava just for a week to give the channel the preliminary thrust and it worked. In the same manner, rather than spending extra money on publicity, they’re giving it to Akshay who’ll be the opening brand ambassador of the channel.”
Harsh Rohatgi, EVP of Revenue Management and New Ventures in NDTV Imagine says, “Roping in stars is a good way to create a buzz. Soaps are dal chawal, but reality shows are like achaar and papad. They make programming a lot spicier.”
m_ranjib@dnaindia.net
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