MEDIA: Sky airs first UK English language Asian TV channel

The first English language TV channel for British Asians opens for business this week.

The first English language TV channel for British Asians opens for

business this week.



Channel East, which is aimed primarily at assimilated second and third

generation British Asians, will broadcast programmes made by British

Asians for British Asians exclusively in English on Sky’s digital

platform.



All commissioning will be in the hands of programming head Pom

Bhabra.



’Second and thirdgeneration Asians are now very much part of mainstream

British life,’ said a spokesman. ’We will be taking a primarily

community TV approach to our output. There will a range of news and

lifestyle programmes - a combination of West and East, although

sometimes you will not be able to tell that it isn’t just another

English channel,’ she added.



There are at least three other channels targeting the 3.5 million-strong

British Asian community. Z TV is a cable channel for Asians which buys

in programmes from India. B4U is a Bollywood film channel and Sony is

another cable channel that buys in Asian language programmes.



Although it promises a diet of what would be regarded as uncontentious

fare by mainstream TV standards, one observer, who predicted it could

cause controversy, said: ’Channel East is aimed at younger people. Asian

parents can be very strict and traditional in their views.’



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