A new free-to-air television channel aimed at British Asians launches next month. Brit Asia TV says it aim to “broadcast and promote Asian culture amongst British Asians” in the UK and across Europe, and will air on Sky digital.

With a mix of feature shows, music, entertainment news, chat shows, drama serials, reality TV shows and more, the station hopes to capture the lucrative young British Asian market, joining similar rivals such as Raj TV.

Director of Brit Asia TV Jaz Bal said: “This is a unique and highly entertaining television channel that will plug the gap for quality programming by British Asians for British Asians.”

The television station was originally to be called Punjabi World TV, before a change in its name and focus was made. Sources at the station say it is not affiliated with other Asian media companies and did not disclose who was funding the channel. Former Ikonz magazine editor Reena Combo has taken over as station manager.

The channel will officially go live on 7th April 2008 on channel 836 on Sky. Its studios are based in Birmingham.

Media contact: sheila@britasia.tv / reenac@britasia.tv