Puthiya Thalaimurai (PT) – A news channel independent from any political party

Behind the idealism and the confidence of having seen early success, PT also has a systematic and calculated approach to build its own brand and expand viewership.

Launch last August. Its claim to fame: Independence from any political party. A new channel – Puthiya Thalaimurai (PT) –  has been making waves in the Indian state of Tamil Nadu. For years, politics, entertainment and news comfortably shared the same bed in the state. In the ’40s and ’50s, the DMK built its cadre by gathering people in street corners, reading and interpreting news for them. When cinema became popular, they mixed propaganda with the art – Anna and Karunanidhi through their screenplays, and MGR and Jayalalithaa through screen presence. The tradition continued in the era of television too. Sun TV functioned out of the campus of the DMK headquarters for most of its existence, and now that space is occupied by Kalaignar TV. To know how bad DMK is, watch Jaya, and to know how bad AIADMK is, watch Sun is the balance of media equation in TN.

PT launched a magazine, Puthiya Thalaimurai, that targeted youngsters, but without depending on the usual fare of cinema and politics. The success of the magazine – its circulation is about a lakh now – indicated that an independent news channel focussing on real issues like education, health and infrastructure would succeed. PT’s campaign started on August 15 last year, with a tagline that translates to ‘freedom to know the truth,’ and the channel itself was launched nine days later.

“When we were thinking about the idea, almost everyone I spoke to said it won’t work here. They said distribution will be difficult. They said there will be political pressure. But here we are,” says P Sathyanarayanan, president, Puthiya Thalaimurai.

Read the full report by N.S. Ramnath/ Forbes India in Money control.comNew competition for Tamil Nadu TV channels

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Jaya’s Rs. 25 crore anniversary gift to newspapers

Giant cut outs of politicians are a rage in south India for long. Now Tamil Nadu chief minister J Jayalalithaa took her publicity campaign further by splashing the front pages of all major Indian newspapers with her government’s first anniversary year ads featuring her in the trademark brown sari.

“One Year of Achievements, Hundred Years Leap Forward” goes the headline of the “Power Jacket” ad which also quotes Jayalalithaa saying that the “vision for Tamil Nadu 2023 is to become by , India’s most prosperous and progressive state with no poverty and where its people enjoy all the basic services of a modern society.”

The ad claims that Jayalalithaa has rejuvenated and restored the glory of the state.

It goes on to say how her government has provided rice at no extra cost, mixies, grinders and electric fans for women at no cost and livestock was distributed for the poor gratis.

The ad says laptops were provide to students free.

According to media reports, the ads of one year of the Jaya regime placed by the Tamilnadu government’s Department of Information and Public Relations, could have cost at least Rs 25 crore.

courtesy: IBNS & India Today