XM announced a deal with Asian Television Network International Ltd. to create a radio channel featuring programming for the South Asian community in North America.
“ATN-Asian Radio” will launch next month and be produced by ATN. The organizations said, “ATN-Asian Radio will serve a massive South Asian diaspora in North America with origins in India, Pakistan, Bangladesh, Sri Lanka, East and South Africa, The West Indies and other parts of the world.”
Content will include live cricket commentary, Bollywood and South Asian artists, devotional music in Sanskrit and Shabad Gurbani, Hindustani classical and carnatic music and pop, folk, chutney and re-mixes.
Talk programming will be in English as well as South Asian languages.