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Sun TV India’s largest media house with twenty TV channels and leading broadcaster in South has recently announced the hike for is Telgu, Kannada and Malyalam channels to come in force from Jan. 2010.

The average annual revenue growth is expected to be 15-20 per cent with ad rate hikes across its network.

As per the hike rates the average range for the Telgu channel and Gemini TV will be ranging between 6 -16 per cent along with the hike in advertisement rates for its Kannada channel, Udaya TV, which is supposed to be up to 10 per cent and for Malayalam offering, Surya TV up to 5 per cent that is pertinent on some selective programmes.

According to information given at Afaqs, Ajay Vidyasagar, chief operating officer, Sun Network, primarily three reasons are responsible for the hike in advertisement rates for the channels. He says, "Firstly, the last hike in advertisement rates was two and half years ago. Secondly, our channels continue to be strong performers in Andhra Pradesh and Karnataka. We are No.1 and No. 2 GEC (general entertainment channel) and movie channels respectively in these markets. Thirdly, the move is in line with the immense value that we deliver to our advertisers."

Vidyasagar informs that the hike in ad rates for Telugu, Malayalam and Kannada channels has been announced after keeping all stakeholders in mind, after a fair degree of dialogue to decide the percentage of increase in the rates.