Mallemaala Entertainments carves a niche on Telugu television

Creative head Mallemaala Deepthi Reddy of Mallemaala Entertainments talks about the production house’s journey on television

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.

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.”

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.

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.”