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Given that political parties need to put out ads at election time, some television news channels have increased their ad rates. To pre-empt this, early in the campaign, BJP leader Arun Jaitley booked prime time space on various entertainment channels. So, when the news channels began wooing the BJP for ads, Jaitley was able to get them to lower rates — the rates, though, were still higher than what they were in the pre-election period.