Superstar Amitabh Bachchan will endorse the public service messages for Doordarshan to settle the outstanding amount of Rs 12.52 crore (Rs 125.2 million) his company, Amitabh Bachchan Corporation Ltd (now called AB Corp), owes to the public broadcaster Prasar Bharati.

Bachchan's company, which owed nearly Rs 32 crore (Rs 320 million) to Prasar Bharati on account of various contractual payments during the late 1990s, had already paid the principal amount of Rs 19.53 crore (Rs 195.3 million) while the interest of Rs 12.52 crore was pending.

"It was decided that the interest would be liquidated in kind, with Amitabh Bachchan either endorsing the messages exclusively for Doordarshan or doing shows for Doordarshan, which would be valued against the interest components," Prasar Bharati said, after its board gave clearance to the proposal on Wednesday.

The National Film Development Corporation was initially given the task of solving the ticklish issue of valuating Bachchan's star power.

"Certainly, Doordarshan's talent fee rates could not have been applied and valuation had to be based on Bachchan's market worth," Prasar Bharti said.

"Though Bachchan has made endorsements for clients like ICICI and Dabur, it was not possible to ascertain the exact market value due to the confidentiality clause," Prasar Bharati said.

It said there was also pressure on it from the Board for Industrial and Financial Reconstruction, to which ABCL had been referred.

"Even as BIFR had set an April 2004 deadline, Prasar Bharati CEO held talks with Bachchan and his company representatives on resolving the issue," Prasar Bharati said.

It said following internal deliberations, it was decided that Bachchan "may be asked to endorse ten campaigns about Doordarshan's public service messages like reach in rural areas, promotion of art and culture, music and archives, etc against his interest dues."