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It is a time when the drama of daily soaps takes a backseat, and the glitz of cinema takes over.

The channel offers a vast library including family dramas ( Radhamma Kuthuru ), mythological soaps ( ), and socio-fantasy hits (

However, in the last five years, the channel has pivoted aggressively toward syndication and the broadcast of dubbed Bollywood content. Why? Because the modern Telugu viewer is no longer provincial. Thanks to OTT platforms and cross-border film appreciation, a housewife in Vijayawada is as excited to watch Kuch Kuch Hota Hai as she is to watch Sita Ramam .

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