Times of India's much awaited Kerala entry is on the rocks. Sources in the industry reveal that the alliance between Times of India and Mathrubhumi has gone awry. Apparently due to differences with Mathrubhumi, Times of India is going back to the drawing board to get the edition launched by it's own. The difference with Mathrubhumi would hurt Times of India. Times was getting ready for an immediate launch. They got an able editorial team on job now. The team is continuously churning out news from Kerala as never before. Malayala Manorama and Hindu were ready with their hoardings to counter the expected onslaught of marketing blitz from Times of India. The delay in the launch is only going to give some more time for competitors to prepare for offensive and defensive tactics.

Yes, the media behemoth is at last making an entry in to Kerala. It has been much awaited and was very much expected during Onam. Now it is clear that the Times of India will have an edition in Kerala from 3rd week of October. Times of India is trying to reach across Kerala, starting from Kochi. They have a tie-up with Mathrubhumi. Apparently there would be an introductory subscription offer of Rs.5 per day for both these papers together. No other state in India has such vigour to consume 'news' as seen among Keralites. More than 2/3rd of population in Kerala reads one of the top 10 dailies here (English and Malayalam). Somehow Hindu and Indian Express, two foremost English dailies for a long time, could not increase their readership, even though there exists a large population who would like to read an English daily. Deccan Chronicle recently entered Kerala and is doing its part to cater this demand. Industry will be keenly watching as Times of India is known for their