While one is often referred to as an idiot box, the other is called the silver screen, making them unlikely bed fellows. However, a robust television industry is fast emerging out of the shadows of the more glamorous Hindi filmdom or Bollywood.

The Indian Film Academy Awards, aired over the weekend, tried to be every bit as grand and predictable as any of the usual Bollywood award functions.

Unlike previous years, no sprinkling of Bollywood glitterati was used to pep up the show. The small screen's big stars were enough to carry the show. However, the songs and dance routines were inspired by Bollywood.

In addition, promos of small screen debut of another Bollywood A-list star - Sanjay Dutt - went on air, leaving little doubt that the line between television people and film people is blurring.

Sanjay, who recently lost his father, the legendary Sunil Dutt, will be seen in SaharaOne Television's upcoming reality game show "Mission Ek Crore."

"His (Dutt's) charisma and style will be on television for the first time ever. He will influence participants to splurge and come out as winners in our innovative game show," said Shantonu Aditya, CEO of SaharaOne Television.

"It is a challenging experience to be part of a show which actually instigates the participant to spend more to win rather than just have intellectual capital," said Dutt.

With fast-advancing technology, convergence has become the key word in the entertainment industry. A movie can be seen in a tiny iPod, film stars routinely appear in daily TV soaps and a home-theatre system can recreate the entire experience of a film hall.

Even television production houses and broadcasters are making a beeline for the big screen.

The trickle of some TV production houses moonlighting as film producers and serial makers getting a break to direct films has become a flood now.

Starting out as TV software production houses, Balaji Telefilms, Cinevistaas, Creative Eye, UTV, Metalight, Pritish Nandy Communications and Nimbus have become key players in the film world.

Smaller companies like Optymystix, Contiloe Films and Miditech are likely to join the bandwagon. Similarly, broadcasters are investing in silver screen ventures.

Shri Adhikari Brothers, B4U, Sahara Media Communications and Zee Telefilms have over the years undertaken production and even distribution of films. Star India, which has inked a deal with UTV for three big budget film projects, is set to be the latest entrant.

Not everybody is happy with the trend of television production houses foraying into filmmaking. While some say the production houses are not adept at making films, others criticize them for compromising on aesthetics in order to remain within budgets and schedules.

Most of the big budget productions supported by television houses have fallen flat at the box-office. Only small-budget niche films have worked.

An influx of film production houses into the field of television production is also an established trend though none have scored big yet.

The trends are irreversible but to make it long lasting, TV software companies need to adapt the US entertainment paradigm, look at both media as equal opponents and bridge the chasm.