TTD's additional EO AV Dharma Reddy takes charge as SVBC MD

TIRUPATI: Tirumala Tirupati Devasthanams additional executive officer AV Dharma Reddy assumed charge as the managing director of Sri Venkateswara Bhakti channel on Wednesday.
TTD's 24 hour devotional channel has been in the news for all the wrong reasons in the recent times. The infamous audio leak involving the then SVBC chairman Prudhvi Raj with a woman employee of channel had rattled the SVBC as well as TTD administration in January earlier this year. Following the ugly episode, the Tollywood actor Prudhvi Raj stepped down from SVBC chairmanship immediately.
In order to streamline the functioning of TTD's devotional channel which takes the proceedings at the Lord Venkateswara temple to the very doorsteps of millions of devotees of Lord Venkateswara across the globe, TTD chairman YV Subba Reddy appointed additional EO AV Dharma Reddy as the managing director of SVBC recently.
TTD's additional EO AV Dharma Reddy is credited with bringing-in several revolutionary changes in the issuance of VIP break darshan tickets, arjitha seva tickets at Tirumala. Within a short span of six months, he successfully cracked the whip against the ugly black-marketing menace at Tirumala involving the illegal sale of darshan tickets, laddu prasadams and accommodation. Hundreds of touts and middlemen were arrested in the crackdown over the last six months.
Having also played a key role in the launch of Srivani trust - the donation linked VIP break darshan scheme, introduction of one Tirupati laddu free for all devotees scheme etc, AV Dharma Reddy is now presented with a challenge to streamline TTD's Sri Venkateswara Bhakti channel where nearly 280 staffers are employed.
After assuming charge as the managing director of SVBC, Dharma Reddy told reporters that his focus would be on to enhance the spiritual aura of Lord Venkateswara by designing and promoting spell-binding programmes on SVBC.
"Streamlining the administration is one aspect while providing quality spiritual content to the viewers who are all devotees of Lord Venkateswara is another important aspect which I would focus my attention on," he reiterated.