For Telugu audiences, ETV has always been more than just a television channel. As the first major Telugu satellite network from the Eenadu group, ETV built a strong emotional connection with family audiences over the last three decades through its wide range of entertainment, serials, reality shows, and cultural programming.
Now, with the success of ETV Win, the network is steadily transforming itself into a powerful player in the Telugu OTT space. At the same time, reports suggest that ETV is also looking to strengthen its satellite television business in a big way.
According to industry buzz, ETV is planning to acquire the satellite rights of two highly anticipated star-driven projects. One among them is Devara starring N. T. Rama Rao Jr., whose satellite rights are reportedly still unsold despite the film’s release in 2024. The second project is OG featuring Pawan Kalyan in the lead role.
Interestingly, industry circles are also discussing another angle behind these potential deals. Reports indicate that the satellite rights of these films are now being offered at comparatively lower prices, which may have encouraged ETV to step into the race. Normally, films featuring stars like NTR and Pawan Kalyan would attract intense competition among major television networks. However, with limited buyers currently showing interest, ETV appears to be emerging as the frontrunner for both projects.
Traditionally, ETV has stayed away from aggressive bidding wars for big-ticket film rights. But with changing viewing habits and growing OTT competition, the network seems to be adopting a more strategic approach to strengthen its entertainment lineup.
If ETV successfully bags the satellite rights of both Devara and OG, it could become a major boost for the channel’s viewership and significantly enhance its position in the Telugu television market.
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