As the elections to the Andhra Pradesh assembly and Lok Sabha are fast approaching, media houses are vertically divided on political lines and are not hesitating to display their unflinching loyalty to the political parties which are patronising them.
An electronic media house owner, who had earlier been known for being neutral, has been taking the side of the ruling YSR Congress party completely for the last three years, promoting chief minister Y S Jagan Mohan Reddy and his government in a big way.
As the elections are round the corner, this channel has virtually become a mouthpiece of the YSRCP, highlighting Jagan and running down the Telugu Desam Party. For the regular viewers, this channel appears to be more loyal to Jagan than his own news channel – Sakshi.
Enquiries revealed that the media baron, who owns this channel, is lobbying for the Rajya Sabha seat, if not this year; but at least in the next term.
“Since this channel has high viewership, there is every possibility that Jagan may oblige his request for nomination to Rajya Sabha, if the YSRC returns to power again,” sources said.
At the same time, another media baron, who has been known for his blatant support to the TDP and its president N Chandrababu Naidu, is going all out to campaign for the TDP in the coming elections and attack the YSRCP through his media ventures – a daily as well as news channel, day in and day out.
Though this media baron has been part of “yellow media brigade” right from the beginning, he has never expected any position from the TDP even when party president N Chandrababu Naidu was in power. He was only interested in promoting his business ventures and gaining monetary benefits.
But now, sources said, this media baron wants to hand over the baton to his son and enjoy the political clout by becoming Rajya Sabha member. So, he is also said to be lobbying for the Rajya Sabha nomination, if the TDP comes to power in the coming elections.
If the TDP fails to make it, this “yellow media” baron may not continue his media business and sell it to any other interested business house, sources added.