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Dasari gave Ramoji a run for his money!

Dasari gave Ramoji a run for his money!

If media moghul Ch Ramoji Rao revolutionised the Telugu media with his Eenadu Telugu daily taking it to every nook and corner of the state, it was Dasari Narayana Rao who set a new trend in taking the media to the door step of the common man.

Not many readers of the present generation are aware that Dasari, who launched Udayam Telugu daily in 1984, virtually gave Ramoji Rao a run for his money those days.

While Eenadu was still struggling with its hand-composed black and white daily, it was Udayam who introduced the latest technology in page making for the first time and also coloured pages. Ramoji Rao had to immediately shift to the new trend set by Dasari.

Secondly, it was Dasari who had introduced the concept of “tabloid” district editions. While the main pages covered the major political developments of the state, besides national and international news, the tabloid editions covered purely local news catering to their respective districts.

He was the one who appointed contributors network across the rural areas, providing employment to thousands of people.

All the other newspapers had to follow this local tabloid trend at a later stage. It is a different matter that the standards of journalism started falling since the appointment of local reporters’ network which led to corruption in the media.

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