The New York Times is reporting [reg req'd] that "MTV Desi, a new channel aimed at and named for second-generation immigrants from the Indian subcontinent, is expected to go on the air in late July."
According to the lengthy article, applicants for MTV Desi "thanked MTV for thinking of them as a demographic ready for a music-video channel all its own. 'It's so nice to be recognized,' said Tara Austin, a Sri Lankan-American from Los Angeles."
MTV will be launching MTV channels for Chinese-Americans and Korean Americans; "MTV Desi will serve as the prototype."
"MTV World's premise for these new channels was commonsensical: that young bicultural Americans have tastes different from those of youths in their ethnic homelands and therefore need, as it were, a customized MTV."
[Thanks to ContentSutra]
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