With so many music videos on air, can they have the sales impact Made in India had?
Definitely not, channels are now flooded with 75 to 80 videos a month. I don't think the videos help sales.
Is 'flooding' the only reason?
No. Today viewership's fragmented. And prime time is defined by what's current. When a cricket match is on, viewers don't watch anything else.
So is the video as a promotional tool expensive?
Yes. With all the in-house infrastructure, Magnasound spends about Rs 8 lakh on a good video.
Why then are you continuing with it?
For two reasons. One, there is no other alternative. Two, frankly none of the top singers like to sign up with a company that doesn't make good videos.
Videos don't seem to help you much financially, but does it help artistes?
Yes. Most artistes get live concert offers after the release of the videos.
Do you expect the number of music videos to drop in the coming years?
Yes. Once policies are in place, the radio will become a cheaper...