An Obituary to the Towering Talismanic Telugu Icon - Ramoji Rao

A week back, the entire telugu fraternity including me had lost the source of a gateway to the local society, nation and the world. From my childhood, I learnt about the world around me – the state, country etc through one medium. A week back, it was difficult to accept that the founder of that medium is no more. I don’t know about others but the telugu daily newspaper Eenadu and the channel ETV provided me with a key to the world and became an integral part of my life ever since I began to read or watch. Somethings are taken for granted because of their high utilization, acceptability and importance in becoming part of our lives. By using those daily we are drawn to believe they are formed naturally like the air we breathe and water we drink etc and believe them to last for eternity. I believe this part of media around which I grew up have become the eternal elements without any death or decline. Coming to terms that the media mogul and entrepreneur Sri Ramoji Rao is no more has an air of disbelief and a surprise, for some things are believed to last forever. The utility of the products he created is tremendous that they have become part and parcel of every Telugu household. Men who created may perish as it is natural to die but the products shall last forever. I don’t talk about something in higher terms unless I perceive them to be and really stand out. For everything I used from reading Eenadu new paper with lot of interest, listening to ETV news with so much fascination for decades, this little write-up is a small giveback to the towering personality on the sad occasion of his demise. 

Everyone has benchmarks to become great and everyone has someone to look up to within their societies with a lot of seriousness and sincerity. Ramoji Rao belongs to this stature and is the astronomical figure who everyone aspires to become in terms of contributing to fellow citizens, society, state and country and positive penetration into the lives of millions. He can be seen as an established, eternal, undisputed benchmark for everyone who knows about him and umpteen products that have penetrated the lives of many including me. From being a null and void in the public sphere, the Telugu state has progressed so much by building up structures, institutions by virtue of some role played by his empire. Despite being unassumingly great, he built a platform for many great personalities to emerge. In a way, after taking him granted for decades his relevance to the public sphere can’t be fully realized until he is no more. This big gaping hole and emptiness left by him cannot be filled anytime soon. It should be our collective prerogative to take forward the institutions he left behind, in a way more glorious and more excellent than he himself can even imagine or dreamt of. That is the only way his legacy can be carried ahead by everyone who has known him for a long time and who has benefitted from his work. 

Cherukuri Ramoji Rao, born on November 16, 1936, in Pedaparupudi, near Vijayawada in Krishna district, Andhra Pradesh, India, was a towering figure in the Indian media landscape.  His contributions to journalism, literature, and education have left an indelible mark on the country’s cultural fabric. As the head of the Ramoji Group, he was at the helm of the world’s largest film production facility, Ramoji Film City in Hyderabad, and a range of other ventures, including the Eenadu newspaper and the ETV Network of TV channels. Ramoji Rao’s journey began in an agricultural family, but his ambitions and talents soon took him beyond the fields of his village. His entrepreneurial spirit led him to establish a multitude of other businesses, ranging from the Dolphin Group of Hotels to the Priya Pickles brand, and from the Kalanjali Shopping Mall to the ETV Win OTT platform. His ventures spanned various industries, showcasing his versatility and business acumen. 

Rao’s contributions to journalism began with the launch of Eenadu, a Telugu daily that became a staple in Telugu households for its innovative design and engaging content. He provided a platform for seasoned journalists and paved the way for aspiring ones, setting a precedent for dedication and attention to detail. His approval of stories was a badge of honor for writers, a testament to his influence in shaping journalistic excellence. Eenadu is for common people, ordinary and extraordinary citizens as well, which have them all engaged by its quality and standards. I very much like the poetry and prose in many articles which the paper publishes day-in and day-out. I am in awe of the journalistic excellence of this Telugu daily which set the bar high for very long. I became intrigued in the beautiful intricacies of Telugu language through this one medium. 

The television channels under ETV network are another important contribution from Rao. ETV Network was officially launched on 27 August 1995. It evolved with me through my young years when it was built with a lot of promise. One program, ETV news at the prime time on the channel is as good as it gets. I am addicted to watching most of the prime time shows on the channel in the past many years before coming to U.S. 

His next important contribution, the Ramoji Film City or RFC was a mega site built and developed around film production and for everyone to see the many wonders within it. Building Ramoji Film City was a monumental task that came with its own set of challenges. The vision to create a film studio complex akin to those in Hollywood required not only immense resources but also the transformation of a vast expanse of land into a cinematic wonderland. Despite many challenges, Ramoji Film City was successfully built and opened its doors in 1996. It has since become the world’s largest film studio complex, certified by the Guinness World Records, and a major tourist attraction, drawing around 1.5 million visitors each year. The film city has also been a hub of creativity, facilitating the production of numerous films annually in various Indian languages. 

Ramoji Rao’s association with N.T. Rama Rao (NTR), the legendary actor-turned-politician, was multifaceted and significant in the political landscape of Andhra Pradesh.  Both hailing from the same district and sharing a common background, their paths intersected in various ways. Ramoji Rao’s media empire, particularly the Eenadu newspaper, played a crucial role in NTR’s political ascent. The newspaper’s extensive coverage and influence were pivotal in introducing NTR’s Telugu Desam Party (TDP) to a wider audience and supporting its political message during the early 1980s. This media support is often credited with helping NTR rise to the position of Chief Minister of Andhra Pradesh, marking a significant shift in the state’s political dynamics. Furthermore, Ramoji Rao’s media outlets provided a platform that contributed to shaping public opinion and discourse, which in turn supported NTR’s political campaigns and governance initiatives. The relationship between the two was not just based on their professional interactions but also on a personal level, with mutual respect and shared visions for the development of Andhra Pradesh. Ramoji Rao’s role in NTR’s political journey is an example of how media and politics can intertwine, influencing the course of regional and national politics in India. 

In the realm of cinema, Rao’s Ushakiran Movies produced numerous films that not only entertained audiences but also garnered critical acclaim. His filmography includes titles like ‘Mayuri,’ which was remade in Hindi as ‘Naache Mayuri,’ and ‘Pratighatana,’ which was remade in Malayalam and Hindi. These films among many others not only reflected the cultural zeitgeist but also addressed social issues, earning Rao four Filmfare Awards South, five Nandi Awards, and the National Film Award for his contributions to Telugu cinema. 

Rao’s greatness was not confined to his business successes; it was also reflected in his philanthropic efforts. In recognition of his vast contributions, Rao was honored with the Padma Vibhushan, India’s second-highest civilian honor, in 2016. This prestigious award acknowledged his significant impact on journalism, literature, and education. His legacy continued to influence generations, inspiring many to pursue excellence in their respective fields. Tragically, Ramoji Rao passed away from heart disease, a week back on June 8, 2024, at the age of 87. His death marked the end of an era, but his vision and achievements continue to live on. 

Rao’s life story is a testament to the power of determination, vision, and hard work. From his humble beginnings to becoming a media mogul, his journey is an inspiration to many. His greatness lies not just in the empire he built but also in the positive impact he had on society. Ramoji Rao’s name will forever be synonymous with excellence in the Indian media industry, and his legacy will continue to guide future generations. For the time, his every product which has shaped millions of kids like me should continue to weigh in the same influence on the future and present generations. His personality and legacy should continue to fly very high through these channels in providing tremendous value to everyone in building great places and societies. A small write-up will not do any justice to the towering personality but take it as a humble attempt to imitate a great personality. The question is who the next Ramoji Rao from the land is. Following his footsteps, thousands need to rise and will rise to turn the fortunes of the state and country in a most meaningful way.