MUMBAI: Malayalam channel Asianet is targeting the Malayalee population in Singapore with the launch of a dedicated channel on StarHub Digital Cable.

Asianet will be grouped with the specialty channels, and will be
Available to all StarHub Digital Cable customers for $8 ($8.40 with GST) monthly in addition to their current cable service, informs a company release.

"Previously, the local Malayalee households did not have a dedicated channel showcasing programmes in their dialect, unlike the Hindi and Tamil communities in Singapore. Today, Malayalee households will be heartened to know that they will soon be able to enjoy a spectrum of Malayalam programmes on a 24x7 basis. From a corporate perspective, the launch of Asianet reflects StarHub's continuing efforts to cater to the needs of ethnic communities in Singapore," commented StarHub's senior VP, and Cable TV Services Sandie Lee.

Lee is optimistic about the take-up for Asianet. "StarHub introduced a one-off, two-day Pay-Per-View of Malayalam programmes in conjunction with the Onam Festival in 2000, and the response was encouraging. We are confident that Asianet will garner a strong following in Singapore," he said.

The impending launch of Asianet was met with a highly enthusiastic response from the Singapore Kerala Association. "It is definitely a dream come true!" said the president of the association, M. M. Dollah. "This is indeed a piece of terrific news that will be much welcomed by the Malayalee community in Singapore. We have launched many initiatives that have helped the Malayalee community develop closer ties with each other. The launch of Asianet by StarHub is set to become the focus of many of our future programmes to foster greater cultural understanding and closer relationships within and outside the Malayalee community in our unique multi-racial diversity."

StarHub's existing channels that cater to the Indian community and fans of Indian programmes are Sun TV, Zee TV, Star Plus and Sony Entertainment Television.