MUMBAI: Kalanithi Maran-promoted Sun TV Network will be upping ad rates for its Malayalam and Kannada language channels from 1 April, in tune with its other regional language channels.

For the Malayalam market channels, Sun TV Network has decided to increase the rates from six to 33 per cent.
 
The ad rates for the Kannada channels, meanwhile, will be increased from five to 13 per cent.

The slot fees (broadcast fees) received from the content producer will also be increased accordingly.
 
Recently, Sun TV announced the hike in ad rates for its Tamil channels - Sun TV, KTV, Sun Music, Sun News, Chutti and Adhitya and Telugu channels – Gemini TV, Gemini Movies, Gemini Music, Gemini News, Gemini Comedy and Kushi.

The overall effective ad rate hike across the four markets would be in the region of 13-15 per cent, according to market estimates.
 
Sun had last revised its ad rates across its channels between 10-33 per cent from January 2010. This resulted in an effective hike of 13 per cent, according to market estimates.

Meanwhile, Indiantelevision.com was the first to report that Vijay Kumar has replaced Ajay Vidyasagar as Sun TV Network COO.