Amitabh to become brand ambassador for DD to settle dues

New Delhi: Amitabh Bachchan will now be a brand ambassador for Doordarshan.

He is slated to appear in 10 Doordarshan campaigns as part of settlement of the Rs 12.52 crore interest payable to Prasar Bharati Corporation. Prasar Bharati board, which met here yesterday, took the decision on the basis of a proposal pending with it.

Amitabh Bachchan Corporation Ltd (ABCL) the company promoted by Bachan, owed Doordarshan Rs 32 crore, of which, Rs 19.53 crore was the principal amount and the remaining Rs 12.52 crore was the interest.

While the principal amount was settled in 2001, it was decided that the interest would be liquidated in kind with Amitabh Bachchan either endorsing messages exclusively for Doordarashan or doing shows for the channel. With today's decision, each endorsement would be worth over Rs 1.25 crore.