I&B probe into Rs 6 crore Amitabh Bachchan endorsement deal for DD Kisan leads nowhere

NEW DELHI: In a proverbial whodunnit the information and broadcasting (I&B) ministry has been unable to narrow down on whose instructions the Rs 6 crore endorsement for DD Kisan by Bollywood star Amitabh Bachchan was authorized.

Ministry sources said that their inquiry had been unable to head anywhere with the Prasar Bharati top brass denying any knowledge of the contract or having authorized it.

DD Kisan had apparently paid Bachchan Rs 6.31 crore for endorsing the new channel through the agency Lowe Lintas. However questions over the matter arose after Bachchan denied having received any payment and declared that he was doing it "pro bono". The ministry had ordered an inquiry in to the matter.

It emerged that the decision to release the funds amounting to above Rs 8 crore had been taken without a nod from the finance division of the Prasar Bharati neither was a contract proposal for publicity of DD Kisan channel approved at the Prasar Bharati board meeting.

According to reports Lintas said that it was authorized by Bachchan's office to negotiate on his behalf and was continuing to do so. Meanwhile, the money released to Lintas has been given back to Prasar Bharati