February 15, 2013 03:39:24 PM IST By Enkayaar, Glamsham Editorial
In the aftermath of the controversy associated with the item songs, the government is contemplating banning the playing of item songs on television, as Central Board of Film Certification seems to be making up its mind to classify the item songs as Adult content, and therefore it would not be possible to view it on television.
If it is to happen, it indeed would have a crippling effect on the revenue generating model that the cinematic fraternity has built up in the recent times. It is the item songs associated with a cinema that are released as teasers through various music channels to create a buzz around the film, as also to entice the audience to throng the cinema halls to soak in the ambiance of the item song. It is the visual nature of content on display through the television channels that is a deciding factor in bringing the audience into the cinema halls, and item songs are themselves responsible for augmenting the collection of films within a few days after its release.
Item songs blaring on television channels also serve as catalysts for various fence sitters to try their hands at dancing, especially the kids who love to gyrate to the numbers. One may argue that it is the element of raunchy in the item song that could be the trigger for such a step for CBFC.
Well, another casualty would be the scores of award functions that keep on playing repeatedly on various television channels and are a big source of revenue for various television channels. If the item songs are done away with from the television channels, the buzz that is built up around the programmes by announcing the performance of item song would not be there, and the eyeballs may not be ensured till the end. After all, it is the eyeballs that define the revenue of television channels.
Another fall out of this step by CBFC would be in the area of the product marketing through the item songs. These days the item songs provide reference to popular products and both the product as also the star that participates in an item song to croon about the product through the song, benefit commercially. There is no better platform than an item song to promote a product. This avenue of product promotion also, then would come a proper.
One only hopes that the industry would sit up and take notice and try to tone down the element of raunchy so that item songs are not banned altogether from television channels. Obviously, it is the web space that would benefit and more and more people would watch these songs in the web space. But the moot point is, it is the common man who will be denied this opportunity, and as a buzz about a film would not be created in his mind through the item song for the film, he may not have the inclination to throng the cinema halls in the first few days to watch a movie! It seriously would impinge the business model of cinema.