New York--Telmar Group, New York, announced the formation of a subsidiary that will provide media planning applications on a subscription basis. In creating what's called eTelmar Corp., Telmar is repositioning its business. Since its formation 32 years ago, Telmar has specialized in selling software packages to media planning and advertising agencies. Now, its clients can go to the Internet to plan radio, TV, magazine, newspaper, outdoor and direct mail campaigns. According to Forrester Research, the market for rented business software applications delivered over the Internet will reach 22.7 billion by 2003. Telmar has more than 3,000 clients worldwide and claims a 40% share of the media planning software market.