MUMBAI: After testing the waters with Tamil film music, Sony Music (Sony BMG earlier)  has ventured into the Telugu film music market, with the acquisition of Neenu Meeku Telusa.

Sony recently acquired the music rights of Tamil movie Dasavatharam. Reports say the company has set aside a budget of Rs 5,00,000 to promote the music of  Neenu Meeku Telusa, which is being made simultaneously in Telugu and Tamil. Sony has acquired the rights to both versions, and is poised to take on at least 10 more projects, it is learnt.

Sony Music south head Ashok Parwani says, ?“Sony Music has clearly established itself in the Hindi market for the last decade. In the Hindi film music market, Sony is one of the most aggressive labels. We see it as an opportunity to play a key role in establishing ourselves in the vibrant Tamil and Telugu music markets?

According to Parwani, the total size of the south Indian regional market is worth about Rs 2.6 billion - with the audio market comprising Rs 1.5 billion and the  video segment worth about Rs 1.1 billion. Sony now wants to work the local repertoire and grow the market. Very soon the company plans to enter other regional markets, say sources.

The music of Neenu Meeku Telusa is young and peppy and composed to cater to youth. Composed by Achu (disciple of  M M Kreem), the lyrics for the film have been penned by Sirivennala Seetharama Sastry, Ajay Sastry, Manchu Manoj Kumar and Kishore.

Neenu Meeku Telusa stars Manchu Manoj Kumar, while Sneha Ullal and Riya Sen play the female leads. Ajay Sastry makes his debut as director with this film 

Neenu Meeku Telusa has been made by Lakshmi Prasanna Pictures which has produced 50 movies till date.