Popular television anchor and comedian Bithiri Sathi, who was roped in by Sakshi management at a hefty pay package in July this year, has turned out to be a big liability for the channel, according to insiders.
Sathi, whose original name is Chevella Ravi Kumar, shot into fame with his Teenmaar show in V6 television channel and has become an instant hit with his peculiar mannerisms. The show anchored by Telangana artiste Shiva Jyothy alias Savitri was an instant hit.
After V6 management (led by former MP G Vivek) fell off with the Telangana Rashtra Samithi, Sathi was given a mega offer from popular television channel TV9, which has changed hands and gone into the hands of My Home Group closer to the TRS.
The popularity has apparently gone into the head of Sathi, after he was hired by TV9 for a huge package. He started dictating terms to the show – “Ismart News” along with Savithri.
Very soon, TV9 management has realised that the show has not become a success as Sathi began changing the script according to his own whims and fancies. He did not even care for the CEO or COO while doing the programme.
As a result, the management got rid of Sathi at an appropriate time following a petty issue. Sathi thought since he has become a celebrity by then, he would be flooded with offers.
Finally, Sakshi took Bithiri Sathi with a hefty package of around Rs 12 lakh per month. The Sakshi management thought since Sathi has gained popularity both in Telangana as well as Andhra Pradesh, he could bring some value addition so that its TV ratings can go up.
The management has given full freedom to Sathi to produce and host the show which will be telecast every day at 8.30. He also hired an anchor to run the satirical TV news show.
However, within three months, Bithiri Sathi has turned out to be a big burden for Sakshi, as his show has failed to attract any audiences. The magic in the script was missing and his show started appearing artificial for the viewers.
The management has realised that a TV show clicks only when the entire team works with tandem and brings in new and creative thoughts and not because of one person.
So, don’t be surprised if Sathi walks out of Sakshi TV as well sooner than later!
