MUMBAI:Jaya TV, floated by close associates of Tamil Nadu chief minister J Jayalalitha, will soon have another Tamil sibling.

The channel, wiser after events of last June, when rival Sun TV upstaged it by showing footage of former CM K Karunanidhi being manhandled by police officers, is now planning to play safe, however. The new channel, according to reports in the Free Press Journal, will have a different name and will not associate as closely with the CM.

The new channel will not have to contend with arch rival Sun TV, run by Kalanithi Maran, son of Murasoli Maran, Union Commerce Minister and Karunanidhi's nephew, but also with Star's Tamil offspring Vijay TV as well as Raj TV. Last year, Jaya TV's efforts to dilute Sun's coverage of Karunanidhi's arrest by telecasting its version of the footage cut little ice with viewers, making the channel aware of its lack of credibility among the people, says the report.

The dozen or so Tamil channels currently command an estmated ad market of nearly Rs 10 billion. Jaya TV by its own admission was the only instrument of poll campaign during the assembly elections held late last year. The new channel, while also an instrument of propaganda, will have 'more news and views' as well as some English language content, says the Free Press Journal. The report quotes Jaya TV officials as saying that at least six more months will be needed to start the new channel, in order to organise three more studios, a new office and to recruit new staff.

The report quotes Jaya TV officials as saying that more than just TRPs, it is image that they are looking to build with the new channels.