Where there are Bollywood celebrities, there's bound to be pandemonium, then what's wrong if the media hound them to make yet another big hot news. Recently, on the Valentine's Day when love was in the air, it turned out to be an anticlimax for Abhishek Awasthi, the boyfriend of Bollywood item girl Rakhi Sawant, who was slapped in full media glare.

If rumors are to be believed, Rakhi had called off their long-term relationship, citing Abhishek's possessive nature as the reason behind her reaction. Rakhi also added that her beau didn't approve of her donning short dresses and mixing around with other men.

Often, big Bollywood stars simply shrug off the media without offering any reason. However, one was baffled by the given reason for Ajay, Kajol and Tanuja's snub of the media at the recent very brief press conference of Zee's reality show Rock 'n' Roll Family at a plush suburban hotel in Mumbai.

The moment the press conference ended, Ajay, Kajol and Tanuja walked off the stage and headed to their rooms. The media rushed after them for their exclusive sound bytes but in vain.

Isn't it true that the media has allowed itself to be a mouthpiece of the celebrity industry, keeping in mind the growth of their readership or viewership. It has shaped its policies with a pre-conceived notion that the audience wants to know only what celebrities have to say about themselves. Therefore, media is not catering to public demand, rather it is determining the latter's taste. The reason behind this phenomenon is simple. Bollywood, being India's biggest cultural industry, is wielding its power on media almost to the extent of monopolizing media space. Bollywood celebrities, whether old or new, talk to the media only when they want to.

Vidya Balan was when only two-film old heroine (she had acted in the landmark hit 'Lage Raho Munnabhai' and had several sought-after blockbusters in her kitty), she refused to attend the media persons and said that she can be interviewed only near to the release of her next film 'Eklavya – the Royal Guard'.

News photojournalists in Mumbai had banned Bollywood star Amitabh Bachchan and his family when last year they were treated badly on the much hyped 18 April wedding of their son Abhishek with Aishwarya at their bungalow in Mumbai. On the wedding day, Amitabh's friend Amar Singh's black cat commandos got into a scuffle with photojournalists.

Usually in celebrity weddings, the concerned celebs are sympathetic to the media and make it a point to pose at least one for a few minutes to enable the media to carry on with its work. During Hrithik Roshan's wedding with Suzanne, Papa Roshan conceded media request and participated in a photo-op if only for barely two-three minutes.

But sometimes, relying on anecdotal evidence, the media chase the stories that are nothing but sheer gossips. For example, in the recent past rumors were floating in the media that Saif Ali Khan and Kareena Kapoor got secretly married. But Saif denied the rumors of the marriage and said that these rumors are upsetting and disturbing to their families.

Many celebrities seem losing their temper because of the media's undue interference in their personal life. But maybe they create controversies to stay in news and become famous! Just see, how Deepika Padukone is more famous for her personal life than her professional one.

Quite recently, Deepika along with Ranbir Kapoor tried to have a quiet lunch in Mumbai, but they were quickly stalked by photographers on their way out. Grumpy face aside, Deepika did look rather good with barely any make-up on.

Last year, there were rumors that Akshaye Khanna was dating a socialite from New York ever since he had been there to attend his friend's wedding. When asked about the media report Akshaye laughed and said, "The media seems to know about my love life more than me. Yet, I can understand that, let the media do its job, whilst I do mine and that is acting."

Denying she has a weight issue despite her recent health care, Kareena was recently reported saying, "I am not thin. The media makes me out to be. I don't diet. One look at me and you know I am quite healthy."

But being the audience, we need to realize that albeit media and the Bollywood celebrities are different but closely related to each other like the two sides of the same coin. And there lies the idea that, in the vicious cycle, media creates stars, stars draw attention, media seeks more attention…