Mallemaala Entertainments carves a niche on Telugu television

The Hindu

29-04-2025

It is business as usual on the second floor of the Mallemaala Entertainments (ME) office in Hyderabad. A team of over 40 assistant directors and directors are immersed in their work, while creative head Mallemaala Deepthi Reddy reflects on the production house's journey. It has been 18 years since Mallemaala Entertainments, originally a film production company, forayed into the Telugu television landscape.
The company's founder, Shyam Prasad Reddy, began his career as a producer with Thalambralu in 1987, and went on to launch the Mallemaala banner in 1992, producing notable films such as Ammoru and Anji. Even as the company was busy with the production of the Anushka Shetty-starrer Arundhati, it was already preparing to make its mark on the small screen.
Nothing but the best
Shyam Prasad Reddy, the founder of Mallemaala Entertainments, is known to be a taskmaster. At work, personal and professional relationships are kept aside to allow for objective feedback, 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 presented to Shyam Prasad for approval before it is 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 agreement, Shyam Prasad explains his approach: '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 ahead, he hopes the production house continues to build compelling concepts and stories. '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 focus remains firmly on creating the next big idea — no resting on laurels, no fixation on milestones, just steady movement forward.
The shift from films to television was a conscious decision, says Deepthi, referring to the banner's first serial Sravana Meghaalu in 2007. An engineering graduate, Deepthi was drawn to the medium not only to pursue her creative ambitions but also because of her belief in the unique power 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 screen
Having been accustomed to larger-than-life structures and narratives in cinema, the team initially faced a few challenges in adapting to the small screen format. However, the launch of Dhee, a dance reality show in 2008, now in its 19th edition, marked a turning point. Dhee, with Jabardasth, a comedy skit show launched in 2013, not only gained immense popularity but also served as a launchpad for many 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 household name Suma Kanakala, known for her enduring presence across Mallemaala-produced shows such as Star Mahila and Cash, made her primetime debut with their show Genes. Notably, Star Mahila was recognised in the Limca Book of Records for being the longest-running women's game show on Indian television.
Strength in non-fiction
As Mallemaala moved ahead with different projects, one constant has defined their television journey: the ability to connect with people. That, Deepthi says, has been their USP. She acknowledges that non-fiction has been their core strength, and credits Eenadu Television for its early and unwavering support. 'They were like a guiding force, backing all our ideas.'
While ideation remains the most exciting part of their brainstorming sessions, the execution — often complex and demanding— comes with its rewards. 'The journey from concept to completion is filled with both pleasure and pressure,' Deepthi reflects.
A question that continues to guide their creative process is: What is the audience watching, and what can we offer that is different? This mantra has sustained the team through 18 years and still holds true today, even amidst growing competition 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
Speaking about changing television habits, especially among younger 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 opportunities and her career 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 motivate her.
Mallemaala values open dialogue — directors and editors are encouraged to approach decision-makers with ideas. The team also welcomes fresh voices, actively inviting budding writers, directors, and editors with new storylines to reach out via email 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 entire collective for Mallemaala's success.