Hyderabad has developed into one of the major hubs for the information technology industry in India which has earned it the additional sobriquet "Cyberabad". In addition to the IT industry, various biotechnology and pharmaceutics companies have set up their operations in Hyderabad owing to its established Public sector in Life Science Research and Genome Valley. The city houses the most expensive residential real estate in Andhra Pradesh in Banjara Hills and Jubilee Hills. The city is home to the Telugu Film Industry, the second-largest in India, known popularly as Tollywood. Residents of Hyderabad are generally called Hyderabadis. Located at the crossroads of North and South India, Hyderabad has developed a unique culture that is reflected in its language and architecture.