A new free-to-air television channel has been launched in London for Britain's South Asian community.
Simply Asian, which is available on Sky's digital platform, offers programmes in Hindi, Gujarati, Urdu, Bengali, Punjabi and Tamil.
A spokesman for the parent company, Simply Television, owned by British businessman Mike Blackwell, said the concept was similar to that of a free newspaper, which funds its operations through advertising and sales revenue.
Purchasing a Sky box and dish costing approximately £70 would allow viewers access to the Simply Asian channel.
The programmes include two movies a day, comedy, music, entertainment news, Bollywood blockbusters, established religious programming and the first tele-shopping service on an Asian channel in UK.
Channel Controller Khushal Khagram said: "Simply Television is matching their belief in the provision of a free channel for the Asian community with real investment. I think the viewers of subscription-based Asian channels will be asking themselves why pay when they can watch Simply Asian for free? And indeed, why should they when we can bring them comparable content and more? No subscription is necessary. As long as you have a Sky dish and a set-top box you're ready to view."
Sian Ellis-Thomas, Director of Business Development at Simply Television, said of the tele-shopping service: "Simply Asian brings High Street into home via the television shopping phenomenon, where Simply Television is a major player. More importantly, tele-shopping on Simply Asian will include an exciting range of products specially sourced for the Asian market.
Having these multiple revenue streams has enabled us to position Simply Asian as a free-to-air channel; no catches or conditions and it's not a limited period offer either. Simply Asian is free to view if you have Sky."
Simply Television has also created a network of tele-shopping and entertainment channels, including Simply Shopping, Simply Nature and Simply Nostalgia.