Item song.. special song.. whatever we may call the song, it is targeted at the mass audience. There are instances in the history of Tollywood that the item songs became the biggest hits they have attracted the repeated audience.
Item songs concept has been there from the black & white era. Item girls like Jaya Malini used to rock and shake the audience with their glamour feast and sexy dances as heroines of that generation never used to go for skin show. The trend continued with item girls like Silk Smitha etc. Even a decade ago item girls like Mumaith Khan rocked the dance floor with their sexy dances. Mumaith Khan ruled the roost for a long time in Telugu films with several super hit item songs. Telugu makers even roped in Bollywood item beauties like Malaika Arora.
The trend has been changed for the last few years as the top league heroines started to sizzle in item numbers. This has literally closed the doors for item beauties in the Tollywood. If you ask a cinelover to name a new item beauty in Tollywood, he would put a blank face. They are almost out of the industry now.
The changes in the filmmaking are also the reason for the decreasing chances for the item beauties. Filmmakers don't want to insert an item song unnecessarily to disturb the proceedings. Whatever may the be the reason, mass audience are missing the magic of sexy item beauties!