MUMBAI: Sun TV Network has decided to up the advertising rates of its Telugu, Kannada and Malayalam general entertainment channels with effect from 1 January, a move that is expected to spill over to other south-language broadcasters as a chain effect.

For its Telugu channel Gemini TV, which enjoys leadership position despite increased competition, the advertising rates will increase in the range of 6 to 16 per cent.

Kannada channel Udaya TV will see a hike of up to 10 per cent.

Malayalam channel Surya TV, which lags behind market leader Asianet, will increase ad rates of certain programmes by up to five per cent.

The company will also increase the broadcast fees received from the content producers in these language channels.

Earler, Sun TV had said it would hike ad rates for its Tamil channels by 9-33 per cent from 1 January.

Sun forecasts a 20 per cent jump in advertising revenues for FY‘10 and a higher growth in the following full-fiscal period.

Shares of Sun TV closed Monday at Rs 325, down 1.56 per cent, in a weak market.