The show centers on four characters: Amrutha Rao and Anjaneyulu (Gundu Hanumantha Rao), childhood friends and owners of the restaurant Amrutha Vilas in Hyderabad who come up with quirky and creative ideas to improve their restaurant business and get rich, but fail with hilarious consequences each time; Sarvam (Vasu Inturi), cook and server at Amrutha Vilas who is a migrant from Tamil Nadu; Appaji (Sivannarayana), the rapacious, exploitative landlord of Amrutha Vilas who subjects his tenants to unreasonable penalties.[4][15]
Initially, Sivaji Raja played the role of Amrutha Rao. After that, Naresh replaced him in some episodes before Harsha Vardhan took over and played the character in over 200 episodes out of the total 313 episodes.[16][17] The title song was composed and sung by Kalyani Malik with lyrics penned by Sirivennela Sitarama Sastry.[18][1] Director Chandra Sekhar Yeleti, cinematographer K. K. Senthil Kumar, production designer S. Ravinder, and music composer Kalyani Malik who would later become established film technicians, worked in Amrutham in the beginning phase of their career.[18][19]
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Amrutham was originally broadcast every Sunday on prime time 8 PM slot on Gemini TV.[2] At the time of its inception in the early 2000s, Telugu television was mostly centered around melodramatic soap operas.[12][20] Amrutham is variously described as a "phenomenon", "sensation" for breaking the norms and became one of the most successful Telugu TV shows of all time.[6][8][9] The show was cancelled by the choice of the makers when it was at its peak due to a dearth of writers and new ideas.[11][17] After the end of its original run, Amrutham was re-telecasted multiple times on various TV channels and garnered good ratings each time.[9][21] Currently, ZEE5 owns the digital rights of the series.[2] A spin-off film titled Amrutham Chandamamalo was released in 2014.[22] Its sequel, Amrutham Dhvitheeyam began streaming on ZEE5 from March 2020.[23]
Appaji, the landlord of the plot of Amrutha Vilas and the residences of Amrutham and Anji, is a miser who subjects his tenants to unreasonable penalties. He wears colourful shirts and an ancestral gold belt. Amrutham's wife Sanjeevani is a gullible and ambitious woman. Anji's wife Santha works in the accounts section of a Government corporation and also helps him in his business occasionally. The sitcom focuses on the hilarious consequences they face from the quirky money-making ideas of Anji.[23][15][24]
Gunnam Gangaraju, along with his friend Venkat Dega, a doctor in Canterbury, UK, founded the company 'Just Yellow' which started off as an IT services firm and later ventured into TV and film production. Their first project under the 'Just Yellow' banner was Amrutham. Gangaraju was the creator of the show as well as the producer.[25][26] There were reports that veteran film producers like D. Ramanaidu and K. S. Rama Rao cautioned Gangaraju against producing a TV show as it might not be financially viable.[17] After filming seven episodes, they pitched the show to various TV channels and finally got a slot on Gemini TV.[27]
It was originally launched with Sivaji Raja as Amrutha Rao "Amrutham", Gundu Hanumantha Rao as Anjaneyulu "Anji", Sivannarayana as Appaji, Vasu Inturi as Sarvam in the lead roles. Besides Sivaji Raja, Naresh also played the character Amrutha Rao for a few episodes before Harsha Vardhan took over and played the character in over 200 episodes out of the total 313 episodes. Ragini played Santha (Anjaneyulu's wife), while Jhansi, Uma Mahanthi, Anita Chowdary, and Supraja played Sanjeevani aka "Sanju" (Amrutham's wife) at various points.[19][17]
Sivaji Raja who initially played the lead character Amrutha Rao, had a major falling out with the makers. Gangaraju called Sivaji Raja "a sick and greedy man".[26] He accused Sivaji Raja of throwing tantrums and unprofessionalism. Sivaji Raja complained to the 'Association of Telugu TV Artistes' that he was not properly paid by the producers, after which the association banned other artistes from acting in Amrutham.[26] The serial managed without the characters Amrutha Rao and his wife for four months. The ban was lifted after a period of four months.[26] Later Naresh replaced Sivaji as Amrutha Rao. The makers did not face any problems with Naresh. But as the broadcaster Gemini TV hiked their tariff, the serial had budget cuts and Naresh was replaced by Harsha Vardhan.[26]
Gundu Hanumantha Rao who played 'Anji' had to reportedly leave nearly 30 film offers to continue working on Amrutham.[17] After Hanumantha Rao's death in 2018, noted comedian L. B. Sriram played the role of Anji in the sequel, Amrutham Dhvitheeyam.[14][12]
Costumer designer and stylist Rama Rajamouli, cousin of the show creator and producer Gunnam Gangaraju,[28] played various small roles in the initial episodes of the show. She played a newsreader in one episode, a homemaker in another one.[19]
Chandra Sekhar Yeleti, who is also Gangaraju's cousin, directed the first 10 episodes.[26] The serial had eleven debutant directors the most notable among them being Chandra Sekhar Yeleti.[11] Director Chandra Sekhar Yeleti, cinematographer K. K. Senthil Kumar,[17] production designer S. Ravinder, and music composer Kalyani Malik who would later become established film technicians worked in Amrutham in the beginning phase of their career.[18] Senthil worked as a cinematographer for 13 episodes.[29]
Gangaraju mentioned that there was a dearth of writers for the show. As he was burnt out as a writer, he advertised for new writers with a remuneration that is five times the industry standard at the time. As the response for new writers was not satisfactory and the original writers were exhausted of ideas, the show had to be cancelled even though it was at its peak in the weekly ratings.[11]
The title track is composed and sung by Kalyani Malik.[18] The lyrics were penned by Sirivennela Sitarama Sastry. Neeshita Nyayapati of Times of India noted in 2017, "The title song, sung by Kalyani Malik, is still one of the most iconic title songs that Telugu television has ever created."[1]
Amrutham originally aired on Gemini TV every Sunday on prime time 8:30 PM slot for exactly six years.[2][1][3] The first episode Go Gruha Pravesam aired on 18 November 2001 while the final episode Tata Bye Bye Veedkolu aired on 18 November 2007.[32][33] The serial had over 100 hours of content divided into 313 episodes.[11]
Amrutham was re-telecasted multiple times on various TV channels and garnered good ratings each time.[9][21][14] After the end of its original run on Gemini TV, Zee Telugu acquired the telecast rights of the show and broadcast it as a daily serial beginning from 26 November 2007, only a week after the end of its original broadcast on Gemini TV. It ran from Monday to Thursday in the prime time 9:00 PM slot.[20] Later, it was broadcast on Maa TV in the weekend days at 7:00 PM. After that, its rights were again acquired by Gemini TV which telecasted it as a daily serial from Monday to Friday at 10:30 PM.[34] Later, it was broadcast on Maa Gold as a daily serial in the 10:00 PM slot. Then, ETV Plus broadcast it as a daily serial from Monday to Friday at 9:30 PM. As of July 2017, it was being telecast as a daily serial on ETV Plus from Monday to Saturday at 6:00 PM.[35]
All the episodes of Amrutham were uploaded on YouTube by the production house Just Yellow Media.[21] It was highly successful and garnered a total of 250 million views.[36] Later, ZEE5 acquired the digital rights of the series and Amrutham was removed from YouTube by Just Yellow Media.[2]
Maybe there is a dearth of decent comedy in Telugu TV channels. The comedy dished out is neither comic at all nor clean. Somehow people tend to interlace sex in Telugu comedy. We won over half the audience by not having vulgarity. Parents are happy that kids are addicted to Amrutam. The screenplay for Amrutam episodes is one of the most intricate with lots of twists and punches packed in the duration of 20 minutes. The end bang is always unexpected. It is the 5th year running and Amrutam is still the number one.
The show was an instant success.[26] It garnered high TRP ratings throughout its run of six years.[6][7][8] Gangaraju mentioned that Amrutham was cancelled by choice when it was at its peak as they were exhausted of ideas.[11] It is widely considered to be the greatest Telugu comedy TV series of all time.[10]
After the end of its original run, Idlebrain.com noted, "When soaps were mostly women-oriented, Amrutham came as a breath of fresh air with four male characters in the lead. Amrutha Vilas became a household name in Andhra Pradesh and all the characters Amrutha Rao, Anji, Appaji, and Sarvam became lovable characters and the viewers waited to watch them in every episode."[20]
In 2020, director S. S. Rajamouli wrote about the show, "19 years ago, when tear-jerking daily soaps were ruling the roost, it took guts and conviction of one man to come up with a comedy show breaking all norms. What a success story from its ever unsuccessful heroes Anji and Amrutha Rao. True to its name Amrutham made a mark in the hearts of Telugus across the globe."[38][14] 152ee80cbc
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