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It's crunch time for Pierre Karl Peladeau.

The potential PQ leadership candidate said he has no plans to sell his controlling stake in the Quebecor media empire, but with the PQ leadership campaign about to start, Liberals say that he has to make a choice -- and soon.

Peladeau, who is the favourite to win the campaign, is keeping to his Quebecor fortune even if it could hurt his chances.

Tuesday, the Liberals added to growing pressure on PKP to choose.

It's not normal for someone to think that he can be premier of Quebec, leader of his party, and at the same time leader of the information in Quebec, said MNA Jean-Marc Fournier, the government house leader.

The PQ race is about to start, with all eyes on PKP.

It's his first test in fact, said Fournier.

Premier Philippe Couillard warned the PQ not to apply a double standard to protect Peladeau. In 2009, Liberal minister David Whissel quit his cabinet post under PQ pressure, saying his family-owned asphalt firm was a conflict of interest.

How would they react to his case of a family-owned business, which I respect, which is the case, compared to the way they have approached other examples? he said.

The PQ's interim leader Stephane Bedard said PKP is following the rules as MNA.

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Liberals, CAQ push PKP to sell Quebecor shares