sandhya has rightly asked if this media hype worth it.
as a PR practitioner i look at it in perspective and as a media
plerson also i mixed my comments.
what got the media interested? was the media really interested or was
the media manipulated into interest?
well, one cant deny the fact that the song got 10 million hits -- a
song in a regional language evoking worldwide
interest. youtube is a highly noticeable portal and what happens on it
makes for news. so naturally the media got
interested to write about. yes, is it such big news that it should be
printed day in day out or aired on TV Radio day in and day out.
definitely not, there are far better things to write and talk about in
this world.
was it genuine interest or was the media and world wide audience
incentivised, dont want to use the word manipulated
to respond?
its possible its genuine interest on the internet that has got people
foot tapping to the song worldwide. its also possible the PR machinery
could have
packed a few punches on the pre release publicity to push up record
sales for the CDs and create curiosity anawareness for the movie
moonru.
all the ingredients lend themselves on a platter to the PR pundits --
dhanush is a popular actor, aishwarya is rajnikant's daughter and so
his fans clubs and
associated units in the film industry are ready to run the extra mile
to please the super star, the song itself has the novelty as evidenced
by the interest
generated on the net.
whatever the fan club or film industry unit support, or PR strategy, i
think its difficult to achieve 10 million hits through manipulation.A
third could have been
but the rest two thirds i think genuinely falls with the relams of
mass hysteria which is not uncommon.
whether its justified or not is an altogether a different issue saner
elements would definitely say the hysteria is unfounded or
unjustified.
but in the movie world or music world, we have seen saner sentiments
dont operate. its a follow the herd principle that sweeps everyone.
everyone joins in.
in the ultimate analysis , there could have been a PR element to first
provoke a large number of hits on the net and then inspire the media
to write about.
rest is history. the plot worked and the song has got an unprecedented
number of hits on the net . more than what the media managers probably
imagined.
at the end of the day, the movie makers should be anticipating that
their cash registers would jingle all the way and create the right
atmosphere for the the movie
to released,.
its not a logical conclusion that the movie should do as well as the
song or the CD album. we have seen many movies with good music not
doing well at the box office.
but with the multiplexes culture on , the producers have guaranteed
they break even and make a profit in the ffirst week of release of
their film
cheers
--
TN Ashok
Corporate Consultant,
(Public Affairs/ Media Advisories)
Resident Editor, Industrial Economist,
Contributor, Business Line,
Ex Economics Editor, PTI,
Ex Communications Advisor,
Alstom Group of Companies SA France
+91 98101 88700
+91 88005 35205
+91 11 2271 3192
ashoktnex@gmail.com
ashnews@yahoo.com
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