The Hindu Business Line : Anxious industry waits for Bachchan

SUPERSTAR Amitabh Bachchan's illness has gripped the entire nation in a state of anxiety. Does it also spell a note of caution to the myriad producers, television channels (such as Star Plus) and brand custodians who have bet their fortunes on the star's charisma? Should factors such as health be taken into consideration before signing up a brand ambassador such as Bachchan who is already in his sixties?

Industry observers feel that health is not an issue at all. Says a senior spokesperson of a leading mass entertainment channel, "Age and health are hardly factors of concern. If a star commands a certain level of magnetism with the audience, they will wait for his/her comeback."

The channel that is most affected by Bachchan's ailment is Star Plus, as the Big B anchors its blockbuster show Kaun Banega Crorepati 2. However, a senior media analyst feels that while the channel for the time being could manage by repeating some of the popular celebrity episodes, Big B's comeback could actually reap more benefits for the channel.

"Anxious fans awaiting his comeback would definitely watch KBC with added fervour," she says.

Star TV, on the other hand, says Mr Deepak Sehgal, Executive Vice-President, Content, Star India, is already in talks with the agencies that handle the superstar's dates. "We are trying for dates to shoot with Mr Bachchan towards the end of the month, or else we will look at repeating some of the old episodes which will take us through the month of December."

"However, with Mr Bachchan recovering speedily, we are quite sure he will be able to resume shooting soon," he adds.

Star Plus, according to Mr Sehgal, already has a bank of episodes, which will take care of the show till December 23.

Mr Tarun Rai, Senior Vice-President and General Manager, JWT, says that apart from health, there are a number of issues such as bad behaviour of the brand ambassador that could have an adverse impact on the brand. "The risk of a cricket star getting eliminated from the team or a film actor not doing well at the box office, are matters of much more concern than health."

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