MUMBAI: To focus on the needs of bi-cultural Americans, MTV Desi, the network serving young people with ties to the Indian sub-continent but living in the US launched on DirecTV on 12 July.

DirecTV has added MTV Desi to its HindiDirect(TM) programming package at no additional cost.

MTV president Christina Norman said: "MTV Desi is the first of many MTV World networks that will serve these growing niche youth audiences with customized programming tailored specifically to their life experiences."

"Young Americans are increasingly diverse, multi-ethnic, and cross- cultural - they demand entertainment that caters to their individual backgrounds," said Norman.

Accoridng to a media release, MTV Desi is the first MTV World channel to launch and MTV Networks anticipates launching MTV Chi (for young Chinese-Americans) and MTV K (for young Korean-Americans) later this year.

DIRECTV, Inc International Aaron McNally points out: " MTV has been a valued and long-time programming partner and we are proud to be able to debut this exciting new channel on DIRECTV."

"MTV Desi will enable us to offer a unique blend of music and event programming that will speak directly to the young South-Asian audience. This is a terrific complement to our HindiDirect package and will help us continue to grow our international customer base in the U.S."

The DirecTV HindiDirect residential package, which includes Star Plus, Star One and Star News, is available for $29.99 per month.

The media release also adds that MTV Desi will air shows; Top 10 Desi Countdown the show where the audience votes for the most popular videos.

Besides other regular shows include a mix of original US programming, shows from MTV India, like CY vs. CY, MTV Bakra, Heavy Mental, Style Awards, Immies and Roadies.