Among Tamil heroes, Kamal Haasan achieved noteworthy successes in united Andhra Pradesh until early 90s with films like 'Sagarasangamam', 'Swathimuthyam', 'Indrudu Chandrudu' and many other films. Tamil Superstar Rajinikanth was no way in the fray then.
However, Rajini got his market developed momentously from 1995, when his back to back dubbed films 'Basha' and 'Pedarayudu' got super successes. Successes of both these films were not just the reason for Rajini's market developed in Tollywood. Telugu media's role can't be denied in Rajini's market in Telugu land.
As Megastar Chiranjeevi emerged as the highest paid hero of India in early 90s with Rs.1.25 crores of remuneration beating then superstars Amitabh, Rajini, Kamal and others, some of the anti Chiranjeevi Telugu media put their efforts to rope in a right competitor for Chiranjeevi. As those media houses felt no Telugu hero suits to the stature of Chiranjeevi, they have started promoting Rajini to the core. Availing the opportunity to the fullest, Rajini got his market developed in united AP gradually. Ultimately, Telugu media has contributed well for Rajini's market in Telugu states.