The launch of several new newspaper editions in Kerala has given a new dimension to ideological warfare in the nation's most literate state known for its political consciousness.

This week, the state capital witnessed the launch of two new editions of Malayalam newspapers.

The Mangalam daily set the ball rolling for a media war with each copy selling at just Rs 1.50, half the price of all nine major Malayalam dailies.

Chandrika, the organ of the Indian Union Muslim League, also launched its edition from this city this week.

Apart from these frontline vernacular dailies, there are close to 70 small and medium dailies in Kerala, one of the most literate states of the country.

Among those in the pipeline are a new edition of Janmabhoomi, the official organ of the Bharatiya Janata Party, and Thejus published by the National Development Front, a Muslim progressive outfit.

The Muslim community in Kerala has four dailies, with Chandrika leading the pack.

Veteran journalist B.R.P. Bhaskar said he was not surprised by the burgeoning of newspapers in Kerala.

"This is not a money-making venture; very few make money in the newspaper business," Bhaskar told. "More than the money it is an ideological war."

According to S. Mahadevan Thampi, a top official in the Kerala government's public relations department, there are 69 news dailies, big and small, in the government's list.

"On an average, we pay close to Rs.30 million to these newspapers for government advertisements. The lion's share is taken away by just two Malayalam and one English daily," said Thampi.

Kerala has a population of 31 million, or close to 6.7 million households.

"There is scope for newspapers because at present, less than half of Kerala's homes subscribe to a newspaper, so there is an untapped market. So we feel the media war is set to intensify," said the circulation manager of a leading daily.

Reports indicate that on a day, close to 2.6 million newspapers reach Kerala homes.

"Despite all the ad campaigns, only two newspapers, Malayala Manorama and Mathrubhoomi are most widely subscribed. Now the only other daily is Mangalam, which has gone for a marketing blitz with low prices," said Bhaskar.

R. Ajithkumar, the resident editor of Mangalam daily, said their price strategy had worked better than they had expected.

"Our new edition here has clicked and our print order has doubled to 100,000 copies. We expect the biggest losers will be Manorama and Mathrubhoomi," he said.