The winner takes it all is an adage that Star India is using to its advantage and how. The industry is bracing itself for another hike in the Rupert Murdoch-promoted network's rate card that is set to go into force from next month, ahead of the festival season.

Tapan Pal, president Zenith Media, confirmed that Star had verbally indicated that it was increasing its ad rates soon, though it was still to issue its new rate card.

Pal said that he expected the hikes would be across the board and following on the policy set forth since Star Plus became the number one Hindi entertainment channel, the attempt would be to push the network as a whole.

Pal said advertisers would be encouraged to advertise on the network and those wanting to advertise only on specific programmes would have to pay a heavy premium.

The last time Star increased rates was on 15 June.

Star India executive vice-president, sales & marketing, LS Nayak was noncommittal when asked for his comments.

One thing is clear from the move by Star. Whatever may have been the controversies raised by the recent leak of TRP people meters in Mumbai and Chennai attempting to cast doubts on the ratings systems, Star is asserting its position as the numero uno cable & satellite channel in India.