The selling concept.

(From Business Line)

Entertainment is a very unpredictable business, and success comes your way only if the concept and content are good.

Entertainment is a funny business. In fact, Pritish Nandy, Chairman of Pritish Nandy Communications Ltd, says that because it is so unpredictable, he sometimes wonders if he should call it a business at all. "Business assumes a certain pattern of costs and utilisation of funds," he pointed out at an Advertising Club seminar in Mumbai on January 11. "If you invest a certain amount, you will get back a certain amount. But in the entertainment game, anything is possible; it can make you a millionaire or a beggar."

There are many people who have learned the truth of this the hard way, both in television and in films. Still, there must be …