Indian celebrities have found new ways to “connect” to their fans one way or the other. Aamir Khan started blogging, and Big B followed his footsteps. Then with social networking sites like Facebook and Twitter really taking off, stars like Priyanka Chopra, and more recently, Bipasha Basu started taking on to these social networking websites. Now, starts are looking to go digital with their very own websites and UTV is helping them achieve this goal.
UTV have tied up with celebrities to create and manage their websites. Some of the names that they have tied up with include Lara Dutta, Celina Jaitley, Rima Sen, Riya Sen, Mahesh Bhupati and Sania Mirza. To set things into motion, UTV have relaunched John Abraham’s website, which will apparently be 10 years old. The revamped website will include stream video blogs featuring the actor carrying out his daily chores, at home and at work. Definitely looks like a perfect breeding ground for stalkers, which if I may add, include some of my friends.
Manish Agarwal, chief executive officer, UTV New Media makes it clear that they will not only do individual websites for celebs but will also look into websites for groups. Mr. Agarwal wants to keep the digital lives separate from their social networking sites accounts. However, they are planning to integrate Facebook and Twitter accounts of a particular celebrity into their website.
What all this proves is not that celebrities are more keen on “connecting” to their fans, but that film industry has definitely taken notice of the digital / social media growth. And now, UTV want to help the celebs use this media to promote their movies and events which will help their movies do well and raise their stakes in the market. In return, UTV will cash in as well by promoting all the merchandise the celebrity endorses, and with advertisements and sponsorships.
Unfortunately, for those who would like to check out the celebrity content via their phones, you will have to pay for downloading it. Audio blogs will be available on monthly subscription basis as well. UTV and the celeb will split revenues from the website. So bottomline is that you will be helping your favorite actor / actress earn money with some of your own money.
In the end, is digital media promoting the actors, or it it the other way around?
