"So will Salman Khan do Bigg Boss? Will he not do Bigg Boss? Does he want more monies? Aksar yeh sab drama hota hai, and the public believes every word and reacts! Just like Hollywood star Daniel Craig now says that he has said 'Yes' to play James Bond again. Maybe, he learnt a tactic or two from Salman and Bigg Boss," wrote Bollywood publicist Dale Bhagwagar on Twitter.

And we can't help but think how true this is. Almost every second BB season, we hear of such rumours about the uncertainty regarding Salman Khan returning to Bigg Boss.... and then finally, the announcement of his return. The news industry has become obsessed with the same news over the years. But the public relations expert thinks this is not about news at all.

"Make no mistake... 'Journalism' is now 'content' and 'readers' are now 'consumers.' #adapt," he posts. Dale knows what he is talking about. Apart from handling the PR for Bollywood biggies like Hrithik Roshan, Priyanka Chopra and Govinda earlier, his Mumbai-based PR agency has also managed the media publicity for high-profile movies like Don and Rock On!!

Moreover, he is considered a PR specialist with Bigg Boss for having looked after scandals, controversies and crisis management for 20 contestants who have been on the reality show, with names including Rakhi Sawant, Sambhavna Seth, Amar Upadhyay, Vindu Dara Singh, Pooja Misrra, Aman Verma, Mandana Karimi, Ashmit Patel, Sonali Raut, Sherlyn Chopra, Aarya Babbar and Rahul Mahajan.

Meanwhile, the hype for Bigg Boss 11 builds up.