Telugu Film Industry is better placed than all other industries after the pandemic. But the industry is like shining outside but rotting inside.
Some producers say that the industry is like a bubble which may burst any time soon. That is mainly because except for some big films, the small, medium-sized films, and most big films are not working at the box office.
The Telugu film industry is mostly running on OTT and Hindi rights (mostly satellite). OTT platforms have started to pick films carefully but there is cushion for the big films at least for now.
But the biggest threat is here in the form of Hindi Satellite rights. The Satellite rights markets in Hindi slowed down suddenly. In the last couple of quarters, the channels are saying that their budgets are limited or dried down.
They have stopped buying causing tremors to the producers. The third parties that facilitate these purchases are assuring producers that things may get better after the upcoming festive season.
But sources say it will never be normal like future. Hindi Satellite market for South thrives because of the lack of mass films in the North. Slowly, Bollywood started realising it. If they were able to produce such films by taking South directors, the market would get hit further.
It’s time Telugu film producers improve the quality so that the market is interested. Or else, the margin of error becomes even thin and we will get to see more risk with higher dependency on OTT rights. And that dream will not last long either.
