subject: Spurt in Indian Channels and Bollywood Stars Looking for Social Media Endorsement [print this page] Spurt in Indian Channels and Bollywood Stars Looking for Social Media Endorsement
Social networking has become a popular way for actors and producers of Indian channels to reach their fans. The trend began in 2008 when many big Bollywood production houses and stars began online promotion of their movies. Soon stars, such as Amitabh Bachchan and Sharukh Khan, made online social media a platform to exchange pleasantries with fans and update them about their activities.
Gradually more and more stars from Bollywood and Indian channels began to have their own blogs or profiles on social networking sites, such as personalized blogs, Facebook, and Twitter. When Indian actor Aamir Khan joined Twitter in June 2010, the number of his followers reached above 100,000 within three days. It shows the impact of social media on fans and its interactive role in exposure and distribution of Indian cinema.
Today, you will find many stars of Indian channels on various social networking sites where viewers can discuss their favorite episodes and ask questions.
Importance of Social Media Endorsement for Indian Channels and Bollywood Movies
Joining social networking provides an array of benefits for Indian channels and Bollywood stars. Easy access, instant reach, live chatting, wider communication, and cost-effective public relation are key benefits that propel many to join sites, such as Facebook, Orkut, Twitter, Myspace, and others.
In India, around 52 million people have internet access. These active users browse Facebook and Twitter as part of their routine. Social media provides stars both from Indian channels and the movie industry with an opportunity to reach out to this segment and promote their movies with one stroke.
Social media helps Indian channels reach the most important market segment instantly. Online promotion, debates, and social networking help them attract more viewers and fans. There is no need to put a lot of efforts and money in traveling, posters, promotional shows, and public awareness campaigns. All these now can be done online and generate more hype.
People can see the latest videos and songs at the privacy of their home. This solidifies the interest of viewers and provides little known stars with an opportunity to promote themselves on Indian TV.
Interactive features of social media help stars of Indian channels come closer and talk on various subjects. Now fans have their stars accessible in real time. Indian channels stars tweet about various issues and their discussions with fans cover their activities. Many also go on discussing sensitive public issues to identify themselves with their fans.
Social media has great PR value. Indian channels use them to build brand value. The more fans are following, the more is the brand value of a star and possibility of projects associated with him.
Has Social Media Endorsement Limited Value for Indian Channels and Bollywood?
Promotion of Indian channels and Bollywood projects through social networking has its own limitations. No doubt online tweeting creates media buzz, but it cannot sustain for a long time. Second, fans bombard stars with a large number of questions and comments that many of them fail to handle.
Many take recourse to controversies to create a buzz, which effectively limits genuine benefits of social networking. People usually go after famous personalities on important Indian channels, such as Zee TV, and pay scant respect to little known stars.
