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NT Bureau
Chennai, May 22:

        The proposed launch of a new television channel to meet 'the needs and desires of the people' directly with the blessings of M Karunanidhi, marks the first real test for the Sun TV and the Marans, who had so far ridden the crest wave of political patronage.

        The announcement of the new channel of the DMK, with the help of Raj TV, also shows that the bid by the Maran family to patch up with the Karunanidhi family is not working. At least as of now.

        Sources in the government and the DMK say that this (the channel) was a big step forward besides the many small ones taken by the family and friends of Karunanidhi and his family to bolster their hold in the party, government and the media sphere.

        For the first time ever Sun TV may feel the pressure of acute competition as the political and bureaucratic backing would immediately shift to the new television channel.

        But it maybe too early to write off Sun TV as, even though it benefitted from its proximity to power, it is a pioneer in television entertainment. Further, Sun has also some of the best technology, which the Marans had the foresight to invest in to stand the rigours of the competition.

        Yet, it will be an acid test for Kalanidhi Maran, the elder of the Marans who is the hands-on chief of the group. Widely lionised in the media as an 'aggressive media baron', he has to now prove himself all anew minus the political patronage, and worse (if things go in the same way) amidst forces of rank antagonism.

        It would be interesting to watch as to what format and tone that Sun TV takes in the times to come.

        There may not be any real challenge immediately to the market leader position of Sun TV. The Sun Network has the highest TRPs among South Indian channels and the ad rates reflect this. Raj TV and Star Vijay charge between Rs 1,000 and Rs 2,000 per 10 second slot, Jaya TV Rs 7,000-8,000 while Sun TV charges a whopping Rs 35,000

        But the launch of Kalaignar TV may well change all that.

        The Maran must be feeling that. And the onset of summer will have nothing to do with that.