MUMBAI: This is a piece of news that highlights the importance of the Asian American television viewer. On 28 March 2005 International Channel in the US will rebrand as AZN Television, a cable channel targeting Asian Americans.

In this regard AZN Television is announcing programme acquisition deals that deepen its inventory of Asian films, drama and anime. In addition, the channel will significantly increase its investment in original programming. AZN Television has also named Peilin Chou as senior VP programming and production. She will oversee the channel's original programming, acquisitions, scheduling and on-air promotions.

As had earlier been reported by Indiantelevision.com the amount of European and Middle Eastern language programming on International Channel has been decreasing and will completely disappear in the second quarter of this year.

International Networks MD Steve Smith said, "AZN Television is getting off to an incredible start, becoming the first national platform dedicated to Asian American viewers. Our growing stable of original shows together with the vast lineup of acquired Asian productions send us on our way to delivering a channel where Asian Americans can see themselves and their culture."

AZN Television lineup includes a heavy dose of Asian films (including Bollywood), drama, anime and originals. Also featured will be Asian language news programmes, pop music, documentaries and sports. Many programmes will air in their original Asian language and subtitles will accommodate more acculturated Asian American and non-Asian viewers.

The new programme acquisitions total over 850 hours of content, most of which are US premieres. Smith adds, "We are acquiring product that is widely popular in Asia and is desired by Asian American audiences. Combined with our US based original products we believe we have the right mix of content that will resonate with Asian American viewers."

Also Read:
International Channel goes in for a makeover