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Either he has to increase the sale price like the Deccan Chronicle did in Tamil Nadu or go in for combined ad tariff for both television and print to offset the losses at least on paper. Even with all the financial muscle of the network, he cannot continue this for ever. With a sale price of Rs one, Maran will be subsidizing every copy by at least Rs 6, thus incurring a loss of Rs 60 lakhs a day. The production cost of the daily is estimated to be around Rs 7.
Therefore, the attention is on the economics of "Dinakaran".
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The Tamil air is full of arithmetic these days. However, Maran’s business rivals claim what they lost were their trained staff for a fat pay packet in the SUN stable and not their circulation. This helped Maran to create a sort of revolution in the newspaper industry, catching other dailies off-guard. They didn’t mind spending just a rupee for 16 pages, whatever be its editorial content. Tamilians have the habit of going out in the morning to fetch milk sachets for their "Kapi". Within a few weeks the multi-edition daily started selling a million copies because of the price and fresh look. He also saw to it that the new paper’s 16 colour pages were designed in such a way that they looked attractive and mod-ish in sharp contrast to the competitors.
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For every sensational news item in the dailies, there would be a ticker on the Sun TV screen.īut Maran’s real trump card was its price of one rupee whereas other dailies price ranged from Rs 3 to Rs 4/. There was massive publicity for Dinakaran on the SUN network and every programme was sponsored by the new daily. Both "Pudiya Dinakaran" and "Tamil Murasu" (eveninger) were launched early this year in anticipation of the elections. A great believer in buy-outs, Maran bought the title "Dinakaran" from DMK party leader, KP Kandaswamy, and renamed it "Pudiya Dinakaran" (New Dinakaran). It was a very clever strategy of SUN network boss and Karunanidhi’s grand-nephew, Kalanidhi Maran to come out with a morninger and an eveninger well ahead of the elections. What prompted them to take such a line? Thereby hangs a tale! In a way, all the Tamil dailies and a few magazines ganged up against the DMK.
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Even "Dinamani" from the Indian Express stable, known for its professional standards, tilted towards "Amma". Strangely, it is not out of great love for "Amma"s policies or achievements that these two dailies turned out to be her party’s propaganda sheets. In fact, Jayalalithaa never had such a good press, having alienated the entire media all through her political career. "Dinamalar" considered to be a sober daily and "Daily Tanthi" with its sensational headlines, both with a combined circulation of 1.2 million copies, converted themselves into the official gazette of "Amma". Distortions and disinformation were the order of the day. Party slogans and propaganda material replaced what is conventionally called "news". So far so good.īut this cannot wash the sins of the Tamil dailies during the campaign period.
This is in stark contrast to what was predicted for the 2001 assembly polls in Tamil Nadu when all the pollsters ended up with egg on their faces. Even the "Times Now" poll and the "Star News" poll gave a similar projection. The figures that emerged after the EVMs were opened on 11 th morning were 163 for the DMK+ and 69 for the AIADMK+. Yadav’s exit poll gave a range of 157-167 for the DMK alliance and 64-74 for the AIADMK front. This time round, most of the exit polls were on the dot, especially the Hindu-CNN-IBN one done by Yogendra Yadav’s team.
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The pollsters in the country have come of age after a series of goof-ups in the past that earned them the sobriquet of "political astrologers". If the recently held assembly elections in four states and one Union Territory proved one thing related to media, it was this. Party slogans and propaganda material have replaced what is conventionally called "news".
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