Salman's television deal can change paradigm of business of cinema

By Enkayaar, Glamsham Editorial

Salman Khan seems to have understood the outreach of television and the phenomenal success that he has enjoyed with BIG BOSS to enter into one of the biggest tie-up of television industry undertaken by a film star. Inter alia it could also be the fact that factoring in the immense popularity that Salman Khan has enjoyed with his BIG BOSS the satellite television channels have come forward to lap him up before others jump into fray.

Indeed, Salman Khan has entered into a tie-up with Star Television whereby in the next three years all the films that he acts in would be telecast on Star Television network. Included in this deal would be satellite deals of all the small films as well that would be produced by his family and this deal is supposed to be worth Rs. 400 crore as per the buzz in the market.

For the entertainment industry this is the biggest deal that has happened in the recent times, and it indeed is going to change the paradigm of business of cinema especially the economic valuation of such deals. This deal could trigger more such valuations for the family of filmmakers in the times to come, and leveraging on the brand equity of the star, the whole family can now shine in the reflected glory of the star concerned, and derive economic benefits for them as well.

Family oriented model of television deals could indeed open up a new vertical for the families of Hindi cinema world, and who knows in the days to come the original Punjabi Jatt aka Dharmendra could sign a deal with scores of Punjabi channels for the films that are going to be released shortly, and it could also provide a much needed lease of life to the fledgling careers of Bobby Deol and Sunny Deol, under the patronship of Dharam Paaji. If an Esha Deol and an Abhay Deol are thrown into this package, then it could indeed be a veritable success model for the family.

After all, the revenue constructs of a film is comprised of 65 percent contribution from the satellite broadcasting, that foot maps not only the country but it leaves the footmarks globally. It has also become an established paradigm that now the viewer is more comfortable watching the film within the close comforts of his drawing room, rather than taking the pains to walk up to the cinema hall. In such a scenario the initiative taken by Salman Khan indeed could change the paradigms of business of film viewing and its marketing in the country for all times to come.

This could also alter the equation of film making where the star power and his charisma, mannerism and nuance would define the contours of the story line of cinema rather than the director defining the content. After all, the valuation of a film on the satellite channel is not the by-product of the acumen and skills of the director of the film, rather it is the star starring in a cinema that determines the valuation that a film would command on the satellite television. We indeed are in interesting times.

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