Virgin Media launches Asian Mela

Recognising the rapid growth and diversity of Asian programming in the UK, Virgin Media is launching Asian Mela, a refresh of its Asian collection to give customers an enhanced mix of channels providing round-the-clock family TV entertainment.  Building on Virgin Media’s focus on offering the best quality programming Asian Mela comprises 11 TV channels including the new addition of COLORS  plus Sunrise Radio; the UK’s most popular Asian radio station.  Aimed primarily at the UK’s Asian community, Asian Mela will cost subscribers £11 a month and will offer viewers a comprehensive range of programmes to be broadcast in several languages including Hindi, Urdu and Punjabi as well as English.

Cindy Rose, executive director of digital entertainment at Virgin Media said, “We’re constantly looking at ways to cater to our diverse customer base and the refreshed Asian Mela package is perfect for anyone interested in the latest TV shows and Bollywood movies.  We hope viewers will be able to really enjoy a taste of the colour and passion of Asian culture with this new collection of programmes.”

Mela by name, mela by nature, the new collection represents the richness of Asian culture with the emphasis on community, family and entertainment. The channels which make-up Asian Mela have been carefully selected to offer subscribers inclusive family entertainment and include ARY  Digital, B4U Movies, B4U Music, COLORS TV, SET Asia, MAX, Star Plus, Star News, Sunrise Radio, Zee Cinema, Zee Punjabi and Zee TV. Viewers will be able to watch sports, soaps, drama, games shows, movies including the best of Bollywood, news and current affairs. Listeners will also be able to tune in to Sunrise Radio, the UK’s number one Asian radio station.

Programmes include Europe’s first 24 hour rolling news from an Asian perspective, Bollywood’s Filmfare and Stardust award ceremonies, Kaun Banega Crorpati (Who Wants to be a Millionaire), Wah Cricket, drama series  including Saathiyan and Pratigya and reality shows including Comedy Ka Maha Muquabala . The introduction of the COLORS TV channel from one of India’s leading networks was included in Asian Mela by popular demand. Viewers will be able to catch up on weekday dramas including Balika Vadhu and shows including Uttaran andBigg Boss as well as Khatron Ki Khilhadi Season 4.

Gaurav Gandhi,   Head – International Business Viacom 18,  commenting on the channel’s presence on the  Virgin Media platform enthused “We are confident that the addition of COLORS to Asian Mela will make the offering even more compelling for the South Asian viewers in the UK.  The resultant increased reach of the channel now makes it available to a majority of the country’s South Asian community.”

Also, the addition of family favourite, Sunrise Radio, which has been at the vanguard of Asian broadcasting in the UK for the past two decades, will be welcomed by many. 
Dr Avtar Lit, Founder and Chief Executive of Sunrise Radio says,"This is another great day for Sunrise Radio and we are sure that Virgin Media's Asian audience will enjoy listening to the UK's number 1 Asian radio station."

The launch of the newAsian Mela entertainment package by one of the country’s leading digital entertainment providers reflects the growing importance of this steadily growing market as much as the increasing sophistication and globalisation of Asian programming.

For more information on Virgin Media products and services, visit virginmedia.com.