It has been nearly two years since a group of producers formed the Associated Producers of Telugu LLP (Limited Liability Partnership). The company is now in the midst of a controversy after some have accused these producers, who continue to be a part of official bodies like the Film Chamber and Producers’ Council, of using their influence to benefit the new company.
“I spent nearly Rs 1.4 crore on media publicity for my film Ala Modalaindi. This was a high burden for a small film. If I gave the advertisement to one channel, others would start negative stories about my film. This is why I spent a lot of money advertising with all channels. In order to cut media costs, I invited two top channels for an MoU and that is how we started our company,” says Damodara Prasad, one of the founding producers, who is today happy with the company’s success.
Promo surge: The makers of Ala Modalaindi had to invest more than one crore for media publicity.
cost cutting: Sathamanam Bhavathi’s makers had to reduce their expenditure for promotions to Rs 40 lakhs
The company has tied up with four TV channels that have drastically cut their advertising tariff (per minute). According to Prasad, a producer who earlier spent Rs 2 crore on media publicity now only needs to shell out Rs 40 lakh.
However, smaller producers accuse these big guns of monopolising the industry.
I spent nearly Rs 1.4 crore on media publicity for my film Ala Modalaindi. This was a high burden for a small film. — Damodara Prasad
Malkapuram Shivkumar, who has produced films like Surya vs Surya, feels the company is only interested in making money. “They take 15 per cent commission if we release advertisements through this company. Many producers still think these people are part of the Telugu Film Producers’ Council and are not a separate company,” says Shivkumar. He added that instead of making this money individually, they should use it for the benefit of the industry.
T. Prasanna Kumar, secretary, Telugu Film Producers’ Council, says, “Most of them serve in key posts of these official bodies and use these offices for their company activities, which is completely wrong.” He wondered why they couldn’t do the same with the Council instead of running a separate company and controlling the industry.
However, Tagore Madhu, another founder, dismisses the concerns of the disgruntled producers. “We never forced anyone to go through our company for advertisements. If they want to advertise directly it is up to them and we never stop them.”
In fact, some small producers have said that the company has been beneficial for them.
Rama Satyanarayana, who makes a small film every two months, says, “It is very difficult for me to give an advertisement in a top TV channel. But through this company I can do that and my films are getting good media coverage.”
The company has done business worth Rs 85 to Rs 100 crore in more than a year. Prasad and the other founders insist the company is only going to do better in future and diversify into other forms of advertising.
