Russell meets Katy’s parents
Katy is taking relationship with Russell to next level.
Cyrus wins dismissal in photo case
Miley Cyrus gets a clean chit in a photo case.
MJ’s moonwalk glove sold
MJ's iconic gloves has been sold for $350,000.
With new shows coming up almost every month, it’s tough to say which music video is the latest. However, the last ones include Akshay Kumar and 13 beauties dancing in exotic Bangkok for Fear Factor—Khatron Ke Khiladi. Then there is one with the glamorous Zeenat Aman, Amrita Singh and others for Kaun Jeetega Bollywood Ka Ticket on 9X. Similarly, you have one for Star One’s dance show Zara Nachke Dikha, and another is in the pipeline for the latest edition of Zee’s Sa Re Ga Ma Pa.
These are only the music videos for shows that are yet to come. Music videos that we have seen recently were from The Great Indian Laughter Challenge 4, Mission Ustaad, Yeh Hai Jalwa, Kya Aap Paanchvi Pass Se Tez Hain and 10 Ka Dum. Interestingly, either all or many of the tunes can be downloaded on your cell phones as ring tones or caller tunes.
The more the small screen gets bigger, the more big names associate themselves with these videos. If Shankar, Ehsaan and Loy scored it for Paanchvi Pass, Sajid-Wajid composed it for 10 Ka Dum. Similarly for Fear Factor, Salim-Suleiman scored music which was sung by Neeraj Sridhar of Bombay Vikings. Music composer Bappi Lahiri’s son Bappa debuted as a singer-composer on small screen with Zara Nachke Dikha’s video.
People associated with television industry agree that these days more music videos are being made than earlier. Ranjeet Thakur, creative director (non-fiction) of Zee TV says he directed one for Sa Re Ga Ma Pa in 2005, which was also the first music video for a Zee show. For Sony, the first one was Indian Idol in 2004, followed by Jhalak Dikhhla Jaa (Season 1). “In Europe, they do it for their serials. After all, you have to promote your product and if the music is dynamic as in Fear Factor, people are bound to like it,” says Sridhar.
“It’s a great marketing tool. Music has a universal language that cuts easily across demographic parameters. That’s why channels go for them,” explains Albert Almeida, executive vice president and business head of Sony, adding, “The music video of 10 Ka Dum has been such a hit that the participants, during an audition, were simply dancing to it.” “It also creates a brand recall,” says Thakur. According to Ashvini Yardi, programming head of Colors, since Fear Factor has been mounted as a Bollywood masala flick, the music video was done in a grand way. Prem Kamath, VP, marketing and communication, Star India, explains it best: “It’s an additional medium for marketing to exploit.”
