Work of art is considered to have obtained an acclaim if on display it gets the applause to bring the hall down. Where one to view from this perspective two programmes broadcasted one on the Voice of India on Star Plus and the other on Sa Re Ga Ma Pa on Zee on 29th September 2007, one thing would be abundantly clear as crystal that these platforms are now being used as a publicity vehicle to promote the cause of the films which are being represented by the stars.
So Sanjay Leela Bhansali along with his SAAWARIYA team of Ranbhir Kapoor and Sonam Kapoor on Voice of India on Star Plus and also Farah Khan along with Shreyas Talpade and Deepika on Zee Sa Re Ga Ma Pa were promising OM SHANTI OM. As Shah Rukh could not make it so the contestants were sent to him. In both these programmes songs of the films were sung by the contestants, and the debuting stars danced to these songs in a live performance under the eagle and searching eyes of the directors to gauge the response of the viewing public about the stars of the films.
This can be considered as a very positive sign and very effective convergence of two diverse streams of media into one stream to promote the cause of both of them, one feeding on the other. The films getting publicized through the programmes, while the programme riding piggy back on the film.
A new trend seems to have been started and it is sure to catch the imagination of the media planners and the marketing team’s associated with the release of the films. This is owing to the fact that the release of videos of the films even on music channels does not get the promotion for more than the running time of the song, but on the stage in presence of the live audience complete list of the songs of the film are belted out. The personal choices are also subtly announced as was done by Sonam when she implored upon Shaan the song which she liked the best in the film.
It also makes economic sense as well, as there is no need for calling a press conference to make announcements about the film. By just ensuring the presence for half an hour to three hours on the stage, whole of the nation is magnetized to the TV sets. Which other form of publicity would be able to draw so many eyeballs for a product for a duration of more than an hour on a weekend in the prime time.
It would also be of interest to find out what kind of growth has been registered in the sale of the songs of SAAWARIYA and OM SHANTI OM on the next day subsequent to the telecast of the songs on these two programmes.
This is really coming of the age of TV, as there was a notion that TV was a poor cousin of the films and it depended on the films and the film based programmes for its survival. However, the film industry has now come to realize the outreach that this medium has attained, more so the of the entertainment channels. This is a moment of triumph for television as Sanjay Leela Bhansali who had shrouded his discoveries in the couch of secrecy till the completion of the film has unleashed them to the national audience with full impact. The build up for the cause of the film in both the cases would be really exciting and this is what the marquee business is all about to entice the audience in a pre-built up in such a frenzy that it breaks all hell loose when the films finally release.