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Samak blames the political system installed in the aftermath of the September 19, 2006, coup for causing the quagmire. Although he is quick to point out his troubles, he appears at a loss for remedies.

In fighting for his political survival, he has come up with desperate measures for desperate times.

Last night, the government launched a media campaign to counter the opposition movement led by the People's Alliance for Democracy (PAD).

From Mondays to Fridays, the government will sponsor a talk show aired by the NBT Channel at 10pm to rebut what it sees as disinformation being spread by the PAD.

This is nothing new, as the government and the PAD have been waging a publicity war for months. And the government has yet to devise a way to outwit the PAD.

With tacit backing from the People Power Party (PPP), the pro-government PTV station has resumed its satellite broadcast to undermine the popularity of pro-PAD ASTV.

PTV has so far failed to make a dent in ASTV's ratings.

Since May, state-run NBT has allotted an hour each workday to the "Page Four" programme, featuring pro-government columnists who tirelessly attack the PAD. But very few people seem to be aware of its existence.

Last night's talk show could be seen as a "Page Four" make-over by removing those columnists failing to generate any buzz.

It remains to be seen whether the government can reverse the PAD's media dominance, but the prognosis is not good as long as the government is forced to react to prodding by the PAD.

Samak is known for his uncompromising stance on street protests, but he should not let his vanity cloud his judgement.

The PAD is not opposing him or his government. Both are suffering collateral damage from the group's main fight against ousted prime minister Thaksin Shinawatra and his regime, seen as the embodiment of authoritarianism.

The exchange of barbs between the government and the PAD will accomplish nothing apart from fuelling animosity.

Although the PAD is being run by a collective leadership, Chamlong Srimuang, one of the five leaders, is undoubtedly the main strategist with a proven track record.

Samak has always enjoyed a cordial relationship with the military. He entered politics around the same time that Chamlong and Class 7 officers made their first political foray.

Samak and Chamlong are no strangers to each other. The two may not be close, but they can be on speaking terms if they choose.

After a series of failures to douse the fire set by the PAD, it may be time for the government to reach an accommodation with the opposition movement. What needs to be done is for the government to disengage completely from the PAD-Thaksin struggle.

The PPP's disengagement from Thaksin will not easy but can be done. It is long overdue for Samak to exert his leadership over the party instead of letting it drift at the whim of factional push and shove.

Samak keeps complaining about the "unfair" political system. He neglects to see his credibility being undermined by his hands-off approach to his own party.

The PAD appears invincible partly because Samak remains aloof to his party's factions, hence reinforcing the perception of big-boss Thaksin pulling the strings.

As Samak pins his hopes on restoring confidence with a major Cabinet reshuffle, his MPs pay lip service to his plans while demanding he seek their approval this weekend before unveiling the new line-up.

If Samak fails to get a grip on his party soon, he alone may take the fall while his party moves on to pick a new coalition leader.