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In businesses, people always wish for profitable outcomes and try as much as possible to avoid losses. They would even go far as to resisting new ideas fearing the risk of losses. Even those who start something new opt to discontinue their ideas or endeavours the moment they see some losses. Ramoji Rao, however, is an outlier in this aspect. Besides initiating various programs for the benefit of society and for the cause of education, he never took a step back from the products he built even while facing losses or challenges. Let us take a look at some of his risk-intensive initiatives that stood the test of time.
Malgudi Days: After the launch of ETV, the channel broadcasted a weekly episode of Malgudi Days every Sunday morning from 9 to 10 AM. Although it was received well by the public, competition from other channels dented its viewership. Despite the viewership numbers dwindling, Ramoji Rao continued the telecast of the show right up to the very end. He bore the losses and lack of advertisements.
Amaravati Kathalu: Based on a book by eminent writer Satyam Sankaramanchi. Amaravati Stories was produced with the intention of boosting the welfare of the society. The series, shot at Ramoji Film City, did not gain much viewership. Despite this, broadcasts of the show continued in the interest of public welfare.
Panchatantra: The famed anthropomorphic Panchatantra anthology, famed for its ability to enlighten children and enhance their intellect, enjoyed an extensive run on ETV. Based on stories by Paravasthu Chinnaya Suri, these puppet shows failed to attract advertisements but that did not deter Ramoji Rao.
Sri Bhagavatam : A crucial segment from Mahabharata, Sri Bhagavatam was planned as a 350-episode series. Legendary artist and filmmaker Bapu was supposed to direct the film. Although it took off well, the serial faced issues in the middle of its run. Following this, Ramoji Rao’s son Suman requested Bapu to step down, leading to difficulties. Nevertheless, ETV continued the series under Suman’s direction.
Bala Bharatam: Bala Bharatam is a children’s comic book, which later became a special channel on ETV. Despite not being highly profitable, it continues to this day, reflecting Ramoji Rao’s passion towards stimulating young minds through the power of storytelling.
Telugu Velugu: Telugu Velugu is a monthly magazine. Launched in 2015 to highlight Telugu culture, the print was discontinued due to losses. The online version however, continues to be published, to this day. This is just one of the many examples where Ramoji Rao prioritized his personal interests and championed worthy causes despite incurring losses.
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