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NT Bureau
Chennai, May 22:

        The feud between the Karunanidhi family and that of the Marans has queered the media pitch in Tamilnadu so much, that the latter after finding their broadcasting hegemony challenged (with the possible arrival of Kalaignar TV on the firmament soon) may soon find its distribution strength too being challenged.

        According to highly placed sources, the Marans, who owe their clout and media power in the main to the Sumangali Cable Vision (SCV), the all-important distribution network, may soon have to contend with a powerful rival on this turf. Sources add that another distribution company, which has so far been operating in the margins left free by the SCV, has been sounded to get into the fray aggressively. This MSO (multi-system operator) has been asked speed up its operations and expand its customer base in Chennai with a view to clip the wings of SCV. This particular company has also been promised support and patronage from the powers that be.

        This development is crucial, both politically as well as from the media point of view. Politically, it means that the Karunanidhis are not ready to take the olive branch preferred by the Marans. Further, this will also ensure that the equations in Tamil media scene are changing.

        Distribution has been the cornerstone of the Sun TV Groups' success. Though content may seem the king, Sun understood that delivery is the emperor. Through SCV, whose suzerainty was established through some contentious strong-arm methods (which literally involved street fights), the Sun Group managed to push their 'products' forward, even while keeping its rivals' in the shadow. Now, this hold may be weakened as the first family of Tamilnadu politics is entering this field too.

        SCV has been enjoying the patronage of over 80 per cent of the cable operators throughout Tamilnadu. In Chennai, where the Conditional Access System (CAS) was introduced few of years ago, the SCV covers the major areas.

        Meanwhile, with clear signals sent by the ruling DMK that it is no longer behind the Sun TV, all eyes are now focussed on the several thousand cable operators, who are now associated with SCV.

        A section of cable operators feel the change is for good. Indicating that they were vexed with the treatment meted out to them so far, a section of operators feel that they have better alternative now.

        'At the end of the day, we are here in business. If we are treated with respect and dignity, we are open to all options'.

        The buzz is also that some of the revenue-spinning teleserials like Radhika's Arasi being aired on Sun TV may be moved to Kalaignar TV. Even the serial producers are keeping their options open.

        Radhika has said in an interview that she has a business deal with Sun TV. 'But Kalaignar is a big name. At the end of the day I am a businesswoman and I'll take a decision depending on which is a better deal'.

        Meanwhile, Raj TV, which has two unused sets of transponders in Thaicomm satellite, will host the new channel.

        Talking to News Today, Raj TV managing director M Raajendhran said 'it would be a news, business and entertainment channel. Kalaignar basically means artist and Karunanidhi is a politically great man. So we're naming it after him'.

        When queried about the network's plans to foray into cable TV distribution and DTH platform, Raajendhran chose to remain mum.