When it comes to endorse products on TV, no one seems to be closer to King Khan aka Shah Rukh Khan.

According to the latest report presented by TAM AdEx, SRK occupies the No. 1 position in the country’s Top 10 list of celebrities endorsing products on television.

The report said that Master blaster batsman Sachin Tendulkar and Bollywood legend Amitabh Bachchan have bowed out of Top 10 list of celebrities in 2008. Besides Sachin and Big B, beautiful Bollywood ladies Aishwarya Rai Bachchan, Preity Zinta and Kajol has also shown the door from this list.

Another prominent feature of this report is that the telecom tycoons tumbled softdrink companies to get the maximum shine out of the stars.

Bollywood actors Aamir Khan, Priyanka Chopra, Kareena Kapoor, Madhavan and Vidya Balan are the five new competitors in this list.

The list, which is monopolized mostly by the Bollywood stars, features only one cricketer, Indian skipper Mahendra Singh Dhoni.

Leading the race for the last year, SRK has made some plans for this year too. The actor has already renewed his contract with Zee Group’s Dish TV. Confirming the development, Dish TV COO Salil Kapoor said, “SRK has the unmatched ability to connect with masses and his area of influence has grown beyond India.”

Leading softdrink major, Coco Cola too has renewed its contract with Aamir Khan. It is learnt that after the great success of Ghajini, Aamir has taken Rs 10 crore for this contract. Along with Aamir, the company has also decided to endorse in-form Left handed batsman Gautam Gambhir. Coca Cola arch-rivals PepsiCo last year dropped Tendulkar, Rahul Dravid and Sourav Ganguly. In 2008, Aamir also endorsed Samsung and Tata Sky.

Bollywood hot babe Kareena Kapoor also endorsed a range of products, which include Airtel, Frito Lay, ITC’s Vivel soap, apparel retailer Globus and Emami, while Priyanka Chopra also chipped away with the ads for Nokia, HUL’s Lux soap, Pond’s skin care and Hero Honda.

However, other Bollywood personalities like Big B, Rani Mukerjee, Preity Zinta lost their key advertisers last year. While, Big B was dropped by Emami and Dabur, Preity Zinta lost contracts of Cadbury Perk and BSNL. In the same way Nestle dropped Rani Mukerjee for endorsing its products.