There are no hard and fast rules in the film industry. Who earns and who pays will change from situation to situation. It all matters on where you are; seller's market or buyers' market.
Well, let us come to the point. We know every producer pays something or the other to some media channels to promote their films and interviews during the time of their films' release. This is the widely prevalent phenomenon. But this goes another way round for top-notch films and stars. In the case of Bahubali, the media channels have run behind the makers to buy the exclusive rights of their interviews and promotions.
Well, it's all because of the guaranteed TRPs and huge advertisements they can earn against that. Keeping that aside, even the Telugu star Prabhas is getting huge demand in national media where the channels are ready to pay him to call sheet fee to get his interview. It is needless to say that it is all the Bahubali effect. Way to go Prabhas!