It is enterprise as common on the second flooring of the Mallemaala Entertainments (ME) workplace in Hyderabad. A crew of over 40 assistant administrators and administrators are immersed of their work, whereas inventive head Mallemaala Deepthi Reddy displays on the manufacturing home’s journey. It has been 18 years since Mallemaala Entertainments, initially a movie manufacturing firm, forayed into the Telugu television panorama.
The firm’s founder, Shyam Prasad Reddy, started his profession as a producer with Thalambralu in 1987, and went on to launch the Mallemaala banner in 1992, producing notable movies resembling Ammoru and Anji. Even as the corporate was busy with the manufacturing of the Anushka Shetty-starrer Arundhati, it was already getting ready to make its mark on the small display.
Shyam Prasad Reddy and Mallemaala Deepthi Reddy
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Special Arrangement
Nothing however the very best
Shyam Prasad Reddy, the founding father of Mallemaala Entertainments, is understood to be a taskmaster. At work, private {and professional} relationships are saved apart to permit for goal suggestions, says Mallemaala Deepthi Reddy. “It isn’t easy to convince Shyam gaaru; we hold him as our benchmark. If we can convince him, convincing the channel or audience becomes far easier.”
Every storyline is first introduced to Shyam Prasad for approval earlier than it’s taken to the channel. “If he finds something mediocre, he simply says, ‘Why don’t you go back, brainstorm, and come up with something more interesting?’” says Deepthi.
Smiling and nodding in settlement, Shyam Prasad explains his strategy: “I believe you work for yourself, so do it to your own satisfaction. People are giving us their valuable time — it’s our responsibility to entertain them. Whether it’s my children or my team, everyone must deliver. Nothing short of the best works for me.”
Looking forward, he hopes the manufacturing home continues to construct compelling ideas and tales. “There’s no pause. You have to enjoy the work you do, that’s what delivers great results. That’s exactly what SS Rajamouli or Sukumar do. Telugu cinema has made its mark, and now the world is watching us.”
At Mallemaala, the main focus stays firmly on creating the subsequent huge concept — no resting on laurels, no fixation on milestones, simply regular motion ahead.
The shift from movies to television was a acutely aware choice, says Deepthi, referring to the banner’s first serial Sravana Meghaalu in 2007. An engineering graduate, Deepthi was drawn to the medium not solely to pursue her inventive ambitions but in addition due to her perception within the distinctive energy of television. “Unlike films, which release once every two or three years, television has an incredible impact and reach. As a content creator, you hold the power to entertain viewers every single day — that’s a responsibility and a privilege.”
Adapting to small display
A scene from Jabardasth
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Special Arrangement
Having been accustomed to larger-than-life buildings and narratives in cinema, the crew initially confronted a few challenges in adapting to the small display format. However, the launch of Dhee, a dance actuality present in 2008, now in its nineteenth version, marked a turning level. Dhee, with Jabardasth, a comedy skit present launched in 2013, not solely gained immense reputation but in addition served as a launchpad for a lot of artistes.
“Jabardasth became a platform for budding comedians to discover and showcase their talent,” Deepthi says. “It’s heartening to see audiences now cheering for our artistes as they appear in films. It makes us proud to have played a part in creating opportunities and nurturing talent.”
Television anchor and family title Suma Kanakala, recognized for her enduring presence throughout Mallemaala-produced exhibits resembling Star Mahila and Cash, made her primetime debut with their present Genes. Notably, Star Mahila was recognised within the Limca Book of Records for being the longest-running ladies’s recreation present on Indian television.
Strength in non-fiction
Dhee, a platform for budding dancers to showcase expertise
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Special Arrangement
As Mallemaala moved forward with completely different initiatives, one fixed has outlined their television journey: the flexibility to attach with individuals. That, Deepthi says, has been their USP. She acknowledges that non-fiction has been their core power, and credit Eenadu Television for its early and unwavering help. “They were like a guiding force, backing all our ideas.”
While ideation stays essentially the most thrilling a part of their brainstorming classes, the execution — typically advanced and demanding— comes with its rewards. “The journey from concept to completion is filled with both pleasure and pressure,” Deepthi displays.
A query that continues to information their inventive course of is: What is the viewers watching, and what can we provide that’s completely different? This mantra has sustained the crew by way of 18 years and nonetheless holds true right this moment, even amidst rising competitors from social media and OTT platforms.
“Television demands a great deal of discipline,” Deepthi says. “Unlike film or OTT, it doesn’t offer the luxury of big budgets or long timelines. You have to be punctual and deliver a set number of minutes every single day.”
Changing medium
With a contact of tune and dance
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Special Arrangement
Speaking about altering television habits, particularly amongst youthful viewers, Deepthi says, “the medium has changed, but not the entertainment.” She explains, “Appointment-based viewership is gone, but viewership on demand is here to stay. The Telugu audience still loves entertainment, and the content hasn’t faded, only the medium has evolved. What was once accessible only on television is now watched on mobiles, anytime, anywhere. This flexibility has only enhanced the viewing experience.”
At the helm of Mallemaala Entertainments, Deepthi feels grateful for the alternatives and her profession path. “There are many women more talented than me, but I’ve been given this chance, so I don’t want to waste it.” That thought, she says, continues to encourage her.
Mallemaala values open dialogue — administrators and editors are inspired to strategy decision-makers with concepts. The crew additionally welcomes contemporary voices, actively inviting budding writers, administrators, and editors with new storylines to achieve out by way of electronic mail or social media. “I don’t believe ideas only come with experience. What you really need is passion to entertain.”
Deepthi celebrates the spirit of collaboration above all. “Entertainment is a group effort. Remove even one part of the team, and the magic disappears,” she says, crediting the whole collective for Mallemaala’s success.
Published – April 29, 2025 04:14 pm IST
