D lima Maheswari showroom in the heart of the capital city, Hyderabad; Ushakiron Movies which has produced several successful films; Ushodaya Publications which publishes the film magazine Sitara, the monthly literary magazines Chatura and Vipula) Newstime^ an English daily; and the immensely popular Telugu satellite channel E.TV. On the one hand therefore, Eenadu is sustained by the capital generated by these other ventures and on the other, serves as a convenient 75 ^medium for advertising these businesses. In fact Eenadu sells E.TV; E.TV sells Eenadu, Kalanjali, and Priya Pickles; Eenadu and E.TV sell Ushodaya Publications; Ushodaya Publications sell Eenadu and E.TV and so on. All are involved in a mutually beneficial, symbiotic relationship in ways that are obvious even to the occasional reader or viewer. SHIFT FROM NATIONAL TO REGIONAL In his recent article on the history of Telugu newspapers, Robin Jeffrey says that a newspaper like Andhra Patrika founded in the days of the nationalist struggle collapsed due to poor management while a late entrant into the field like Eenadu managed to seize the initiative with sound business sense and better managerial skills.2 While there is no disputing this fact what Jeffrey fails to highlight is the obvious shift in political focus and agendas from the national level to the regional level that Eenadu effected in media reporting. One of the significant features that set Eenadu apart from the other Telugu dailies right from the beginning was its accent on regional news. Other Telugu dailies had always given top priority to national and international news, local news being invariably assigned secondary status. Eenadu changed all that. For instance its first ever issue, launched on August 10,1974, carried on its front page the news of the American President Nixon's resignation following the Watergate Controversy alongside a report about the problems of the workers in the Amudalavalasa (a town in Srikakulam district) sugar factory. This sort of juxtaposition of internationally important news with regional news on the same page was a new feature in the Telugu newspaper industry. Further, Eenadu highlighted local issues by making them subjects for editorials. Indeed, Eenadu's role in building a strong regional Telugu identity would make a highly interesting and revealing account in itself. It is a well-known fact that Eenadu went all out to support N.T. Rama Rao and his newly formed regional party Telugu Desam Party in 1980-82. Eenadu proudly boasts of the decisive role it played in the politics of Andhra Pradesh in order to salvage "the honour and self-respect of the Telugu people which was deeply wounded by the actions of the Congress leaders in Delhi".3 Eenadu campaigned extensively for NTR and his TDP which took up the issue of "Atma Gowravam" (self-respect) of the Telugu people. Once again in 1984 when Nadendia Bhaskara Rao toppled NTR's government, Eenadu took up the task of bringing NTR back to power. They once again described it as "Atmagowrava Parirakshana Udyamam", a movement to protect the self-respect of the people. In fact Eenadu claims to have built up the TDP as a party with a national vision.4 Through its open and vocal support of the TDP Eenadu has also effected considerable shifts in the caste equations of politics in AP.5 Under the leadership of NTR the TDP had Numbers 32-33