ImaginAsian TV, America’s first 24-hour Asian American network, has recently revealed that it will further enhance their variety of Asian programming by featuring a block of South Asian shows called “Simply Desi”! The new block features five shows, airing on weekends and will solidify ImaginAsian TV’s commitment to quality multicultural programming, according to David Chu, SVP of Production and Programming. So far, ImaginAsian TV is available in New York, Los Angeles, San Francisco, Houston, Dallas, Hawaii, and parts of New Jersey; however their goal is to become the premier television destination for all things Asian!
ImaginAsian Television promotes and serves the diverse aspects of the Asian culture. It aims to be like its predecessors MTV, BET, and the Spanish language network Univision, all of which have introduced unique programming to mainstream America with immense success. The network argues that minorities have been underrepresented in America and while many changes are being made to that notion, Asian and Pacific Islander Americans are still notably left out! ImaginAsian promises to integrate the many dynamic Asian communities currently in America, giving them a forum to display their culture, art, and entertainment. The network has a varied schedule: from drama series, sports and news broadcasts to movies, animation, documentaries, and music videos! They are completely supported by advertisements and feature programming in which countries like Vietnam, China, Korea, Japan, and the Philippines are represented. With Simply Desi, India joins that diverse group.
The South Asian block, Simply Desi, began in October and comprises of five shows: Pulse-the Desi Beat, Koffee with Karan, ICC Cricket World, Newsweek South Asia, and My India. Pulse-the Desi Beat is an entertainment show that presents celebrity interviews, movie news, and red carpet coverage; it also keeps viewers updated on music, movies, and fashion. Its main objective is to bring together the elements of South Asian culture and lifestyle with the abroad Desi community. The show also takes music video requests and features voting and contests for viewers to be involved. Filmmaker Karan Johar’s hit show Koffee with Karan has grown to be one of the most popular talk shows in India. The successful director struck gold when he introduced his celebrity friends to the world by interviewing them and getting a more intimate view of their lives and careers. On the show, he talks, plays games, and generally jokes around with the industry’s biggest names, from the Kapoor clan to Shahrukh Khan!
Simply Desi features premier cricket coverage every week with ICC Cricket World. The International Cricket Council’s comprehensive show on the sport is a huge hit with fans. It features exclusive access to players, matches, and updates as it happens and provides a well-rounded aspect to the Simply Desi block. My India is exactly as it says: a personal look at India. They introduce unique citizens that have a compelling story to share, and celebrate their vibrant lifestyles. The show also gathers the latest information, news, events, and reports from the subcontinent. They promote businesses and institutions of the dynamic country and keeps us connected to that spectacular culture. Lastly, Newsweek South Asia condenses the news of the week in a 30-minute slot that is both comprehensive and captivating. It encompasses all the most up-to-date stories on politics, media, and fashion among others. It is presented in English and serves as a one-stop place for all your South Asian news!
As a division of ImaginAsian Entertainment, Inc., ImaginAsian TV’s commitment to quality South Asian programming is commendable. They put forth a huge effort in keeping fans connected to their culture and lifestyle while being somewhat removed from it. Simply Desi is now a praise-worthy addition to their already estimable programming.