The Ramoji Group

Background Note Contd...

Later changes could be made to the fountain's appearance, the layout of the street or the facades of the buildings in the streets or the shape of the multi-dimensional pond, to create a totally different locale. In the late 1990s, the Group started an Internet edition of its newspaper – Eenadu. The Internet version was designed to give the same look as the original newspaper. Content was designed to provide local news about Andhra Pradesh. The group claimed that the website received a phenomenal response from the Telugu populace abroad. Within three months of its launch, the site achieved the landmark figure of a million hits a day.

In April 2000, ETV launched ETV Bangla⁴. The channel telecast a combination of entertainment and news programs in Bengali. In July 2000, ETV Marathi⁵ was started followed by ETV Kannada⁶ in December 2000. In mid-2001, the Group entered the world of fashion with Margadarsi Apparels. The company planned to introduce garments for both men and women. The garments were segmented as formal wear, work wear, and casual wear for all the age groups. The company expected to manufacture 30,000 garments per day.

Ramoji Rao – Spotting New Opportunities

Ramoji Rao's vision was to achieve excellence in his every venture he undertook. His biggest coup in the print industry was the introduction of a color, tabloid sized 'mini-edition' of Eenadu for each of the districts in Andhra Pradesh and the mini-detailed paper for Hyderabad. In 1998, he bagged the B D Goenka Award, a prestigious award for excellence in journalism. Some analysts however felt that Ramoji Rao followed 'campaign journalism.'

He was actively involved in promoting the Telugu Desam Party⁷ (TDP) founded and headed by N.T. Rama Rao⁸, in Andhra Pradesh through his Eenadu. However Ramoji Rao defended saying, "The role of the press is not purposeless. If I believe that it is good for the people, I will do it."

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4] One of the 18 official languages of India.

5] One of the 18 official languages of India.

6] One of the 18 official languages of India.

7] A regional political party founded in 1980-81.

8] A popular film-star turned politician of Andhra Pradesh

Case Details

Case Code : LDEN001
Themes: Differentiation
Case Length : 8 Pages
Period : 1992-2002
Organization : Varied
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Media and Entertainment

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