Hyderabad : Ramoji Rao has carved out a niche for himself in the fields of print, electronic and digital media. The media mogul has influenced generations of readers and viewers through Eenadu, ETV and ETV Bharat. Whatever medium he stepped into, he created a sensation. Ramoji Rao, who passed away at the age of 87 years on Saturday, will be remembered as a media warrior who made multiple experiments and tried new adventures in the field of journalism and mass communication.
It's the media that awakens society. It's Ramoji Rao's belief. In 1969, he made his first step in the media field through the monthly magazine Annadata. Born in a farmer's family, Ramoji Rao became the torch bearer of information dissemination to the farmers. Through Annadata, he built an unbreakable bridge between agricultural science centers and farmers. Advanced methods in cultivation, technical methods, new machines. Annadata gave endless information. Telugu farmers left the stereotypes and started experimenting. It has provided the fruits of agricultural science to crores of farmers.
Eenadu Newspaper : In 1974, Ramoji Rao's next step in the media industry was sensational. He began Eenadu which is very popular and has the highest circulation today. It was started in Visakhapatnam. It has won the hearts of Telugu readers and became available even in remote corners of the land. Ramoji Rao believes that only change is permanent. Commitment to public issues, the loyalty to the truth that is always inculcated as the basic characteristics has become a part of the daily life of Telugu readers today.
Innumerable Telugu readers have considered Eenadu to be their ultimate choice. That is why its circulation, which was 48,339 copies in the first half of 1976, has increased step by step and has reached a level that no one can reach in the first half of 2011. Although many people suspected that the era of newspapers was over during Corona, Eenadu has shattered all such myths. Eenadu is printed in 23 centers and is published as a Telugu daily with the highest circulation.
Let news reach before dawn: This is the enduring philosophy of Ramoji Rao, which he nurtured in Eenadu's administration. That theory changed the course of Telugu newspapers. Before Eenadu, newspapers reached the reader either in the afternoon or evening. Ramoji Rao changed that situation. From the magazine delivery system to the appointment of agents, a new trend has been created in all areas. Ramoji Rao started the chapter of bringing the daily newspaper to the reader's home before dawn.
Eenadu ushered in a change. The stereotype of filling up with national and international news, announcements of leaders, and speeches in public meetings have come to an end. Telugu journalism has taken the rural path. Ramoji Rao believes that the real news should not come from the capitals of the country and the state, but the newspapers should give priority to the hardships experienced by the helpless people in the remote villages. Eenadu committed to that belief. Local public problems started getting attention from the first issue of Eenadu. Since then, the news related to the local people's lives has been a priority for Eenadu.
Eenadu is not just about news, it's Telugu people's pride. The Congress leadership between 1978-83 changed four Chief Ministers of AP in five years. At that time, people welcomed the emergence of Telugu Desam Party (TDP) as a new political power to protect the self-esteem of the Telugu nation. Eenadu which respects public opinion welcomed TDP. But It never gives priority to individuals. After TDP won 1983 assembly elections, Ramoji Rao penned an editorial clarifying that with the aim of resisting dictatorship, it stood by Telugu Desam, and as that party came to power, it will appreciate if it does good worlk and, at the same time, it will warn through its reports if any wrong is done. The mistakes made during NTR's reign were fearlessly exposed.
Championing Democracy: When the Congress overthrew the NTR government in 1984, Eenadu fought for the restoration of democracy. In 2003, then-opposition leader YS Rajasekhara Reddy's march was widely covered. In 2019, Jagan's Padayatra was covered by Eenadu. Later, Eenadu played its part in restoring democracy in Navyandhra Pradesh by exposing Jagan's anarchy.
Eenadu surpassed the then leading magazine Andhra Prabha's circulation within four years of its inception. It never looked back. By increasing the readership it reached new peaks in circulation which no other Telugu daily can reach. The reason for this is Ramoji Rao's vision and many experiments. District editions should be mentioned in this. The mini editions brought by Ramoji Rao to give priority to local news, to reflect the problems of the lower classes created a huge impact. Getting rid of the need to depend on the government for advertisements, the culture of classified advertisements which are beneficial to the people has been introduced in Telugu for the first time.
On Sundays, Eenadu is presenting a varied supplement edition to enjoy different information. Subsequently, it has been compiled into a book form as an attractive collection of illustrations.
Women, Farmers, Children: Ramoji Rao realized that society should know the problems of women who have been discriminated against for ages and their success stories. As part of this, in September 1992, Vasundhara Page was started. Eenadu is the first domestic magazine to have a special page for women. Moreover, for the first time in the Telugu press, Eenadu brought Pratibha page for students. A business page for those who want commercial news, 'Raithe Raju' with modern agricultural technology is for farmers started.
