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Veturi Jayanthi today

Today is Tollywood’s legendary lyric writer Veturi Sundara Ramamurthy’s Jayanthi. Veturi was born on 29th January, 1936 to Chandrasekhar Sastry and Kamalamba in kolluru near Tenali, Gunturu District and he was hailed from his native place Peda Kallepalli village, Near Machilipatnam, Krishna District. He is a nephew of a Telugu research scholar Veturi Prabhakar Sastry and grandfather of a poet Veturi Sundara Sastri.

Veturi completed his schooling in Diviseema and Jaggayyapeta, near Vijayawada in Krishna district, and SSC in his grandmother’s village. Later Veturi went Chennai for his intermediate studies and came back to Vijayawada where he completed his degree in S.R.R. Government College. He was a student of legendary Viswanatha Satyanarayana at this college.Veturi joined Andhra Prabha as a journalist in 1952, after his education. He learned the basics of editing a news article from his senior at Andhra Prabha, Narla Venkateswara Rao, whom he considers his first teacher. In 1959, he joined a weekly called Andhra Patrika, where Bapu and Mullapudi Venkata Ramana were his colleagues. He was the in-charge of the Cinema section at Andhra Patrika. He also worked for the Andhra Pradesh Congress Committee’s official daily newspaper, called Andhra Janata, as an editor.

In 1962, he became the first and only Telugu journalist to interview the then-Prime Minister, Jawaharlal Nehru, who came to inaugurate Srisailam Hydroelectricity project. He covered the speeches of national leaders like Sarvepalli Radhakrishnan. In 1964, he worked as an assembly reporter. His articles are said to be very catchy and witty. For instance, he referred to the meeting of MLA’s in Hotel Dwaraka, near the Andhra Pradesh State Assembly as "Adigo Dwaraka- Evigo Alamandalu" ("This is Dwaraka and here are the cattle"). His writing style caught the attention of the film industry due to his prowess in using traditional poetic rules related to alliteration and rhyme for describing current affairs.

Veturi had contacts with the Telugu film industry during his days as a journalist. He used to meet veteran lyric writer Dasarathi often. Legendary director Chittor V. Nagaiah offered him a role in his film, ‘Naa Illu’. However, two days before the shooting began, Veturi decided not to act as he felt that he was not fit for acting, and wrote a letter of apology to Nagaiah for rejecting his offer. Sri.N.T. Rama Rao, has invited him to join the film industry as a lyricist. In 1974, he wrote his first song, "Bharatanaari Charitamu" , in the form of Harikatha, for ‘O Seeta Katha’ under the direction of the legendary director, K Viswanath.

In 1977, actor Sr. N.T.R’s ‘Adavi Ramudu’ showcased Veturi’s talent for penning inspirational and romantic lyrics. The album was an instant hit among various audiences. In 1978, K Viswanath’s ‘Siri Siri Muvva’ proved his prowess in expressing diverse emotions with poetry. Aathreya, the leading lyricist in those days, was known to take days for writing a song. Veturi became the first choice for directors and producers too because of his ability to write a song to director’s taste in a few minutes. He went on to pen more than 5,000 songs in his career. He wrote more mass numbers for movies like Vetagadu and Driver Ramudu, and classics for movies like Sankarabharanam and Sagara Sangamam. In particular, Sankarabharanam stood as a landmark in the Telugu film industry.

He wrote classics for directors like Singeetham Srinivasa Rao, Dasari Narayana Rao, Bapu, Jandhyala, Vamsy and mass numbers for directors like Raghavendra Rao, A. Kodandarami Reddy, Vijaya Bapineedu. He delivered a number of hits for senior actors like Sr. N.T.R, Akkineni Nageswara Rao, Shobhan Babu, Krishnam Raju, Ghattamaneni Krishna and upcoming stars like Chiranjeevi, Nandamuri Balakrishna, Nagarjuna, Daggubati Venkatesh. This golden period in his career saw memorable albums like ‘Sapthapadi, Subhodayam, Subhalekha, Sagara Sangamam, Meghasandesam, Mudda Mandaram, Malle Pandiri, Nalugu Stambhalata, Rendu Jalla Seetha, Amarajeevi, Sreevariki Prema Lekha, Ananda Bhairavi, Srivari Sobhanam, Mogudu Pellalu, Chantabbai, Sithara, Anveshana, Alapana, Mayuri, Amavasya Chandrudu, Janaki Ramudu and Geethanjali’. His career in Tollywood film industry spanned for more than four decades. He was taken heaven abode on 22nd May, 2010. My firstshow.com prays God to keep his soul rest in peace.

 

 

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Veturi Jayanthi today
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