In recent times there have been lot of changes in the way MAHAA TV presenting the stories and it is reflecting in the increased viewership of MAHAA TV too. Ever since Murthy took over, prime time programs have been interesting and contemporary. Usually TV9, NTV and TV 5 occupy top 3 slots and rest of the channels lag much behind these three. However, of late, Murthy’s experience came in handy while handling contemporary topics and viewers are feeling the programs appealing now. However, Mahaa TV latest programs against Tollywood are seen in another perspective too. Some are attributing a new motive for behind their figt against Tollywood.

As per the discussions among media and film circles, MAHAA TV is trying hard to get advertisements from Telugu film industry. As of now Tollywood people are giving advertisements only to TV9 and NTV and sometimes to TV5. Some people in film industry are opining in their discussions that Mahaa TV has tried very hard to get ads from Tollywood as it is one of the big revenue sources for media channels but in vein. As their attempts did not result in any advertisements, Mahaa TV started Plan B and started negative stories on Tollywood. It is to be noted here that MAHAA TV only started this casting couch topic. However Mahaa TV channel claimed itself doing sting operation against Tollywood to find all these facts, but the fact is they only got information from Sri Reddy and the channel did not do any sting operation by itself on Tollywood. However once the topic started on all channels, Sri Reddy came live and revealed many more sensational things. So as per the opinion of these people in Tollywood, Mahaa TV started these negative programs as they failed in getting the advertisements from film industry.

However, there are others who differ with this opinion. They say,like other leading channels who already have TFI ads, Mahaa TV also doing these programs only for the sake of ratings and business. Because viewership for such programs is still high among Telugu audience. After all, running the channel is not a charity but business.

So whatever be the real motive behind running these programs, Mahaa TV to some extent is successful in getting the attention of people in this Prime slot. Previously I. Venkat Rao (senior editor) used to run these debates. Though his debates were highly informative, they lacked the presentation and content that appeal contemporary youth and general audience. Murthy could successfully turn the situation of MAHAA TV at least for prime time slot. But the question whether Murthy and MAHAA TV started all this for the sake of Tollywood ads or not remains answered.