King Khan's De-risking Strategy

Mr Shah Rukh Khan loves media attention like nobody else, and will do anything to keep the arclights shining on him. As long as the news channels keep talking about him, he knows he is in the business. But my reasoned guess is that Mr Khan would not like to continue to place his best bets on films as an USP. The entertainer in him realises that his universe has got to become bigger.

Sooner than later, television will find a firm place in his scheme of things. So what if his return to the small screen last year as the host in Kaun Banega Karodpati series did not get him the TRP ratings. Remember, his entry to films was made possible by television serials like Fauji and Circus. Though audiences and programming have changed since then, television could still give him a new extension to his brand. Predictably, he has already announced his decision to now do a TV show for Star Plus channel. And my guess is that he will also be doing a few programmes for NDTV Imagine, the just-launched entertainment channel of NDTV group, in which his buddy Karan Johar has a stake.

Sport, it seems, will also play a crucial part in his de-risking strategy. He has already taken the first step with his foray into the cricketing world as owner of Indian Premier League's Calcutta Club. Expect more announcements from him in the near future.

Does somebody of his stature in the film industry need to spread himself so thin that he loses his real core? Let me stick out my neck and say that King Khan is an insecure man despite being the country's biggest superstar ever. Films might not ensure his future survival in the industry as much as his talents as an entertainer and entrepreneur.

Badshah and insecurity? You think I am probably nuts. But look at it this way. SRK never really has been an actor. Though he has had a dream run from Baazigar to OSO, he still does not have more than a couple of role-defining performances (barring Swades and Chake De) in his long career. Blame it also squarely on the AK factor (Aamir Khan) who seems to come up trumps every time SRK thinks he has done it better.

The AK factor comes into play almost every year. It happened in 2007 too. Badshah was basking in the critical acclaim of Chak De and box office glory of Om Shanti Om. He must have hoped to end the special year on a high. Then came the big spoiler in the form of AK's groundbreaking flick Taare Zameen Par. Here was a film that showcased the 'thinking' Khan's directorial talent and perspective, and his courage as a producer. Once again, AK stole SRK's thunder with a film that raised the cinematic bar in India (as in the case of Rangeela, Sarfarosh, Lagaan, Dil Chahta Hai and Rang De Basanti).

Call it creative pressure or a kick in the knuckles, TZP's achievement has made SRK sit up and announce a flick for kids at an eye-popping budget of Rs 100 crore. The film, to be directed by Anubhav Sinha, is supposed to have lots of special effects and CGI. And Mr Khan wants the best of technical minds from Hollywood to create and is touted as India's answer to Spiderman. But in his tearing hurry to straddle Bollywood, he might be once again falling into a trap that led him to produce forgettable ventures like Asoka, Phir Bhi Dil Hai Hindustani, Paheli and One Two ka Four.

SRK's choice of director for his mega-venture shows his knack for getting the wrong people for his production ventures. Anubhav Sinha's last two films, Dus and Cash, were disappointing flicks--all gloss without story and soul. SRK's best directorial bet is still Farah Khan, who gave him two of his biggest hits--Main Hoon Na and Om Shanti Om. Farah is one director who knows her masala inside out.

But who can dare a Khan who knows too well that he is riding a high now, and that anything which he tosses up in the air--a romantic flick with a 20-year-old as heroine, a TV show, a dance event, or an ad campaign, or a twenty20 cricket match--will be lapped up by a dumbstruck audience with bated breath.