ImaginAsian TV Launches Weekend South Asian Block

NEW YORK, October 12: The
U.S. 24-hour Asian American network ImaginAsian TV will launch a new
three-and-a-half-hour weekend morning block, targeted at the South Asian
audience, called Simply Desi,
featuring a variety of news, entertainment and sports programming.

Launching October 20, the
block will air from 8:30 a.m. to 12 p.m. on Saturdays and from 12 p.m. to 3:30
p.m. on Sundays. The block will feature programs such as Pulse—The
Desi Beat, an original South Asian
magazine-style entertainment show that combines viewer-requested music videos
with hosted segments about Bollywood and South Asian American events, culture
and entertainment; Koffee with Karan, a celebrity chat show hosted by Indian filmmaker Karan Johar that
offers a sneak peek into Indian personalities from every field; and ICC
Cricket World, the official weekly
program of cricket’s highest authority, the International Cricket Council.

Other shows rounding out
the block are the English-language news program Newsweek South Asia, which provides a comprehensive weekly update on
the latest happenings all over South Asia featuring everything from the latest
news and trends in fashion to information on media and politics; and My
India, focusing on individuals
within India that have unique talents, distinctive lifestyles and intriguing
stories to share, as well as news on interesting cultural events, institutions
and happenings.

“We are very excited about
our new South Asian programming,” said David Chu, the senior VP of production
and programming at ImaginAsian TV. “The addition of this new block solidifies
our commitment to quality multicultural programming and our goal to become the
premier television destination for all things Asian.”