Guess what Sallu earns on Television?
From Amitabh Bachchan to Shah Rukh Khan, Urmila Matondkar and Raveena Tandon, Bollywood stars are now being seen more often on television than in cinema.
What do you think the lure is? The M word, that’s what. That’s the way the business works. Consider the economics of it: the annual income of an in-demand TV actor is more than what most film stars command. “A popular TV star’s annual pay could be more than that of even the bigger film stars. An established TV star earns between Rs 15-25 lakh a month, or up to Rs 3 crore annually!” says Kalyana Sundaram, programming head in a channel.
And now, Bollywood is jumping onto the TV cashwagon. Says Payal Patel, creative head of a channel, “Our shows are telecast across countries and the brand value of stars helps us promote the channel.” Explaining the process, she says, “Actors want to market themselves and we want to sell our slots. Having a star present your show means better TRPs and this in turn means more money from sponsors; this money is ploughed in to rope in stars.”
Bollywood stars bring in big revenues to TV channels, believes Kalyana. “If a 10-second spot on a soap sells for Rs 1 lakh, the same spot on a show with a star presence goes for Rs 4 lakh. Imagine the money coming in. Add stars to the show and advertisers flock to the channel. It makes business sense to have a film star on TV and win viewership,” he says.
It’s the free-to-air system that allows for such big revenues, says Anirudh Pathak, creative consultant. “Unlike the US, here we still have the cable system and there are few pay channels, so the money goes directly to the channels and they are able to invest huge amounts on Bollywood actors,” says Anirudh. He says all TV channels have two audiences — the 30-minute one and the loyal viewers. “We need both and the Bollywood presence helps,” he explains.
Film stars are as keen to get into television. Says Payal, “An actor wants the small screen platform whenever he wants to be in the spotlight or to promote himself.” Adds Pankaj Bagrecha, senior manager, marketing events and head of talent, “Apart from the interaction with the audience, it’s easy publicity for the stars.” But it’s all about the money. “What an actor earns from a film that takes 3-4 months to make, he gets for just four episodes and in a month,” adds Pankaj.
Actors find the small screen the route to easy money, says Anirudh, “TV channels function like corporates and are more organised compared to the film industry. It’s easy money for the film stars.”
