Let $M=P(E)$ be the complex manifold underlying the total space of the projectivization of a holomorphic vector bundle $E \to \Sigma$ over a compact complex curve $\Sigma$ of genus $\ge 2$. Building on ideas of Fujiki, we prove that $M$ admits a Kähler metric of constant scalar curvature if and only if $E$ is polystable. We also address the more general existence problem of extremal Kähler metrics on such bundles and prove that the splitting of $E$ as a direct sum of stable subbundles is necessary and sufficient condition for the existence of extremal Kähler metrics in sufficiently small Kähler classes. The methods used to prove the above results apply to a wider class of manifolds, called {\it rigid toric bundles over a semisimple base}, which are fibrations associated to a principal torus bundle over a product of constant scalar curvature Kähler manifolds with fibres isomorphic to a given toric Kähler variety. We discuss various ramifications of our approach to this class of manifolds.