The popularity of Telugu films and consequently Telugu stars are increasing day by day such that they are next only to Bollywood stars. With movie viewing expanding to home-to-home television, Telugu stars are increasingly becoming familiar names of households. Previously when it was only Nagarjuna who had a country wide recognition, now, his much younger colleagues Mahesh Babu, Pawan Kalyan, Ram Charan, Prabhas, Jr NTR and others are receiving the same treatment. With that in mind, the dubbing rates of Telugu films have shot from a meagre Rs 20 lakh-Rs 30 lakh to Rs 3-Rs 3.5 crore, with Telugu films being bought on the day of launch itself.
In this context, producer Ghanta Srinivasa Rao of Mee Kosam fame says, “We mostly bank on big TV viewership for dubbed Telugu films, and most of the reigning Telugu stars have become household names across India. It’s true that dubbing rates have shot up exorbitantly in the last six to seven months, since big Bollywood films are bombing and Telugu blockbusters are filling that vacuum on the small screen.”