Dream merchants

Print edition : October 18, 2013

Amitabh Bachchan playing KBC with a journalist during the announcement of the seventh edition of the "Kaun Banega Crorepati" show in Mumbai on August 29. TV profitably expanded Bachchan's persona. Photo: Shirish Shete/PTI

Aamir Khan in one of his campaigns for Coca-Cola.

"Koffee with Karan", a chat show hosted by Karan Johar, was planned specifically around stars and film personalities.

Salman Khan, one of the five film stars to have hosted the reality TV show "Bigg Boss". Reality TV has emerged as one of the most popular televisual forms since 2000. A 2010 photograph. Photo: Vishal Kelkar/PTI

The convergence of brand culture, television and stardom has forever changed the profile of the Indian film star, generating new sites for the production of value.
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