Some “more” variety for Indian Americans
If the media is right, the number of people of Indian continental origin in America(In short - Desi) apparently has reached a tipping point. That translates into more and more people with less and less services of Indian taste. Interestingly, answers are now coming from various media companies at the same time (confirming the tipping point).
Two days ago, a 24 hour New Jersey based news/entertainemt/sports/talk television channel “American Desi” has been launched via Dish Network. Adorned by start-studded management and programming profiles and promises to deliver fresh local Indianized programming, “American Desi” expects to capture the attention of deprived Indians. Right on the exact same day, from elsewhere in America, MTV announced “MTV Desi”, yet another channel catering to the music lovers of Indian sub-continental origin. Being a pioneer in Music promotion and marketing, MTV Desi is expected to provide the same success platform to desis in america to show/promote and eventually sell their musical talents. I wouldnt be suprised if we soon seen an “American Desi Idol” here!
I was on the verge of my personal tipping point getting tired of the SUN and Zee/Sony. Zee/Sony make it even worse on top of mediocre programs by delivering local adverstisements for Daler Mehndi shows, and salman khan 5c calling cards and atrocious sick psychic reader ads for “gurujis” in UK. We will wait to see how these new media channels fare against the fierce competitions from local american sports/comedy/talk shows.