TV's role in positing stars

TV may not have the scale and glamour associated with films, but it certainly has the reach.

Big B's KBC started the trend and paved the way for a number of stars to be a part of the small screen, be it in the capacity of hosts, judges or actors. Stars bring ratings, add the glamour quotient but most importantly, bring in the advertising revenues. Thus, TV channels clearly gain by having stars across their various shows.

And while stars clearly get tangible benefits in terms of the disproportionately large sums of monies they make for being a part of the show, what's interesting is the intangible benefit they derive " the bigger benefit of positioning themselves with their audiences.

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Any number of examples illustrates this point. Aamir Khan's association with Satyamev Jayate positioned him sharper as the star with a social conscience. Big B hosting KBC brought the legend into everyone's homes daily, alongside raising his aura further. Salman Khan hosting Bigg Boss helped Salman connect with his audiences in an irreverent and honest way, further solidifying the relationship he shares with his audiences. The following examples further prove this observation.

Aamir Khan in Satyamev Jayate Positioning: Star with a conscience



Salman Khan in Bigg Boss Positioning: Star with a heart



Big B in KBC Positioning: The Legend with aura



Akshay Kumar in Khatron Ke KhiladiPositioning: The Action hero



Anil Kapoor in 24 Positioning: The star who is an actor



Madhuri Dixit in Jhalak Dikhhla JaaPositioning: The dancing diva



Rohit Shetty in KhatroN Ke KhiladiPositioning: the action director



Karan Johar in Koffee with Karan Positioning: Celebrity with the glamour quotient who can invite any one over for coffee



Anupam Kher in Kucch Bhi Ho Sakta HaiPositioning: Actor who has seen life



Sonakshi Sinha in Indian Idol JuniorPositioning: Star who's simple, warm and accessible