The celebrity-press equation in India has never been on backslapping terms. Now with a sting operation, coming on the heels of clandestinely taken pictures of Bollywood stars lip locking, the relations between the film industry and the media have hit another rough patch.

An undercover "investigation" by a TV news channel, which alleges existence of a casting couch in the Mumbai-based film industry, is being seen more as a case of entrapment and has raised questions of how far the media can go.

The "expose" claims that Bollywood actor Shakti Kapoor and TV star Aman Verma sought sexual favours from an aspiring actress.

IndiaTV is facing wide-ranging criticism of invasion of privacy with many alleging that the investigation was "stinking" and not in public interest but to boost TRPs.

While a section of the entertainment industry says that audiences are driving content, another is asking for implementation of the proposed broadcasting code of conduct.

At the moment, no law except the Cable Operator's Act covers private TV channels. IndiaTV's sting operation - coupled with the publication of what a Mumbai tabloid claimed were photographs of Kareena Kapoor and Shahid Kapur sharing intimate moments - has added to the demand for a more defined right to privacy in the country.

Though the right to privacy is enshrined in the Indian constitution, there are no explicit laws defining what constitutes privacy. In the US, there are set rules against use of hidden cameras without prior permission. Only investigating agencies are permitted to film persons who are proven offenders.

In India, sting operations were made popular by Tehelka, which claimed to expose corruption in defence deals.

Bhawana Somaaya, editor of a trade magazine, says: "Be it satellite TV or print, the media has taken over our lives. You cannot imagine any function or gathering without journalists thrusting microphones at a celebrity for a sound byte.

"Show business has turned into a circus in recent times. The media has to be blamed for this, particularly the electronic media," she says.

The expose has, nonetheless, brought to light some rotten apples in tinsel town. Unlike the west, stars in India are treated like holy cows.

"So an expose by a reporter here is almost considered blasphemous, whereas in Hollywood it is a matter of people's right to know," says a trade analyst.

The not-so-recent accusation by an aspiring actress against director Madhur Bhandarkar - that he sought sexual favours in return for roles in films - had aroused people's curiosity in the existence of a casting couch in Bollywood. IndiaTV's expose further dents the film industry's image.

Observer Deepa Gehlot says the opportunities for hitting on women (or men) are much more in the film industry but not confined to the sector. What is worrisome, however, is that if a woman is genuinely harassed or exploited and chooses to go public, the male-dominated industry quickly closes ranks against her. The woman's career is finished as seen in the case of Sabiha and Mamta Kulkarni.

A beauty queen and aspiring actress recently went around boasting that a top filmmaker had invited her to his distant bungalow and propositioned her. She turned him down and there were no serious repercussions on her career.

The sting operation also reflected the media's obsession with Bollywood stars, say media watchers. What used to be confined to gossip sections is now being aired on prime time. Personal affairs have become everybody's business.

"How desperate is the media? Page 3 is now on national news in print, television and the Internet," says trade observer.

Director-producer Mahesh Bhatt says: "First the media puts stars on the pedestal and then expects them to be role models."

"Even if a reader wants simply frivolous information on their favourite stars, such as choice of food, films, clothes, colours, does the media really have to tell how they live out their very private moments?" asks Akhila Sivadas of the Centre for Media Advocacy and Research.

A twist in the love-hate relationship between celebrities and journalists is that stars routinely use and misuse the media to settle personal scores. They even send out signals to others about their eagerness to work in particular projects. However, they shut the media out at their own convenience.

Actor Vivek Oberoi's press conference, where he accused film star Salman Khan of intimidating him over his friendship with Aishwarya Rai, is perhaps the worst example of stars misusing the media.

Some Bollywood associations have passed diktats asking journalists not to pan films in their reviews. Recently, one such association asked journalists not to write reviews until the first week of release.

What is annoying is that stars, who get more mileage out of the media than they deserve, peevishly throw stones at it when there is a hint of criticism or censure. Shilpa Shetty criticised journalists for causing distress to her parents, who are accused in an extortion case.

In her open letter, she made the media appear to be the villain of the piece as if the story had been planted. Clearly, introspection is needed among media persons as well as within the film industry.