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Pierre-Karl Pladeau, controlling shareholder of the Quebecor media empire, on Sunday announced he will run for the Parti Qubcois, saying his top motivation is to make Quebec independent.

My joining the Parti Qubcois is tied to my most intimate and profound values and that is to say I want Quebec to become a country, he told supporters in the riding of St-Jrme, just north of Montreal, where he will be running in the April 7 provincial election.

Mr. Pladeau signed his party membership card on Sunday after resigning as chairman of the board of Hydro-Qubec, a position he has held since April, and his seats on the boards of Quebecor, Quebecor Media and TVA Group. The media group owns dailies such as the Journal de Montral and Journal de Qubec, the largest private French language television network TVA, the Videotron cable TV and telecommunications company as well as the chain of Archambault stores, a major distributor of music, books and DVDs.

He says his decision has already attracted the interest of the business community. There are several entrepreneurs who are proud of my candidacy, Mr. Pladeau said.

The PQ says he gives credibility to the partys economic platform as it seeks to attract conservative nationalist voters, who supported the more right-wing Coalition Avenir Quebec in the last election.

Pierre-Karl Pladeau sends a strong signal of commitment towards Quebec, PQ Leader Pauline Marois said on Sunday. He joins a team of men and women who share the conviction that the future of Quebec lies in becoming a sovereign country, a country that is prosperous, that is rich.

The Quebec Federation of Labour was stunned by Mr. Pladeau's decision, according to a statement Sunday afternoon, adding he is probably one of the worst employers Quebec has ever known. In terms of labour relations, Pladeau has been a catastrophe for workers.

Quebec Liberal Leader Philippe Couillard at first avoided directly addressing Mr. Pladeaus potential candidacy during his lengthy daily press conference. He refused to even say Mr. Pladeaus name. All candidates are welcome, he said. But its not one candidacy that will change the debate.

Later, in a slight variation on his standard stump speech, he added the Pladeau candidacy nomination only clarifies the choice between the Liberal economic agenda and the PQs desire for independence. He described Mr. Pladeaus arrival as a golden opportunity to present Quebeckers with a stark choice, and for him to deliver the same message of economy over independence.

It makes the ballot question even more clear, Mr. Couillard said. The final masks have fallen.

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Media mogul Pladeau to run for Parti Qubcois in election