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Monday, January 31, 2011

Like or Dislike?

How do you do marketing? Especially for services which are very relation-centric? Places where maintaining public relations is important or else relation with audience is important? One trend that I have been noticing off late is abuse. Yes abuse is in!! Believe it or not, we like to see, feel, experience, know others abuse each other, insult each other. Take for example the realty shows. Till a decade ago when the realty shows were introduced the prime point of the shows were dancing and singing. Shows like Boogie-Woogie or Sa-Re-Ga-Ma (which were one of the first really shows on TV) were seen to have judges judging the performances. By “judging” I mean expressing their view calmly and solely about the performance. Then came in Indian Idol, en-cashing on weak and ugly man’s desires to become hep and happening. So people with oiled heads and smelling shirts left Indian Idol with hair that stands straight, colored in purple or jackets that would cost a fortune. All in the name of confidence building and providing opportunity to underpriviledged.And lo!! Huge sum of money in the pocket of organisors.But take a break.Becasue the next few years change the trend. Here comes judges who are hired just for abusing others, accusations, altercations...all become hep.So judges fight among themselves, contestants question judges’ discretion and what not. Even the promos change. Earlier, normally the promos used to show glimpses of the extraordinary performances. Now they show all those caustic elements. And then comes the next genre of realty shows. Be it Sach ka samna or Big Boss. Entertainment means getting a glimpse of man’s darker side. That’s it. Be it facing the ugliest of truths of one’s life with his family or acrimonious dialogues with fellow people living in the same house. Unhealthiness, abuse, acrimony are in. The latest addition to this is Maa Exchange that deals with the disgust, boredom, distrust and most importantly power play that goes on around the leading lady in a family. And does this mean that by enjoying all these the audience actually can fantasize about their deepest unhealthy desires ,at least on screen? We all know that every human being has a good and a bad part!!So "live" spying on girl friend, or trying out obnoxious(I can hardly say it brave as eating snakes and cockroaches doesn’t converge to bravery) things can make you stick to your sofa and get glued to the television. So we love to see others getting fooled, getting abused. I was surprised to see the promos of a cine awards ceremony showing Shah Rukh Khan in a caustic banter with Akshay Kumar. And in a recent Karan Johar show Deepika was seen making fun of her ex-boyfriend. Fair enough...isn’t it. After all break-ups are spicier than tie-ups.And we have known such people even in our college days too. Who could abuse anyone and everyone without any prior thoughts? Those who thought themselves as witty!!Just unaware of their inability to deliver healthy and humorous entertainment. Surprisingly there is a group of people too who consider these people as wise and great dialogue deliverers and want to somehow copy them. Who knows the NextGen Facebook may look like this:

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