In a state where television news broadcasters often tend to serve as the media extension of political parties and personalities, Puthiya Thalaimurai (Tamil for new generation) is a bit of an oddball. The Tamil channel went on air six months ago, promising its viewers impartial news coverage

Promoter P. Satyaranarayana, 38, says he initially thought of launching an "infotainment" channel beaming a mix of information and entertainment programmes before deciding that what Tamil Nadu households needed, instead, was a nadunillai (independent) news broadcaster.

"As an individual, I felt the need for a neutral channel providing unbiased news," says Satyanarayana, scion of the family that runs the Rs.1,000 crore SRM business group with interests in education, realty, software and media.

A software engineer by training and with a Ph.D., Satyanarayana was previously vice-chancellor of SRM University, an institution with four campuses in the country, before becoming president of the broadcasting venture which was set up with an investment of Rs.50 crore