This is because of corona effect.
When an alternating current is made to flow across conductor of the transmission line, then air surrounding the conductor (composed of ions) is subjected to di-electric stress. At low values of supply end voltage, nothing really occurs as the stress is too less to ionize the air outside. But when the potential difference is made to increase beyond some threshold value of around 30 kV known as the critical disruptive voltage, then the field strength increases and then the air surrounding it experiences stress high enough to be dissociated into ions making the atmosphere conducting. This results in electric discharge around the conductors due to the flow of these ions, giving rise to a faint luminescent glow, along with the hissing sound accompanied by the liberation of ozone, which is readily identified due to its characteristic odor. This phenomena of electrical discharge occurring in transmission line for high values of voltage is known as the corona effect in power system. If the voltage across the lines is still increased the glow becomes more and more intense along with hissing noise, inducing very high power loss into the system which must be accounted for.
Corona Effect is the phenomenon of purple glow, hissing noise and production of ozone gas in a transmission line.
