The featured video clip is from 2007 when Simply Desi, a 3 and ½ hour block of South Asian programming was officially launched on ImaginAsian TV, an Asian American cable television network. Simply Desi’s programming line up for the most part relies on syndicated content such as Koffee with Karan, a celebrity talk show from India’s Star TV, news from South Asia, and a weekly show on cricket. Pulse- the Desi Beat is the only original programming that is produced by ImaginAsian TV and focuses on South Asian American popular culture. (desi: from “desh” or homeland) Simply Desi’s alliance with ImaginAsian TV is mirrored in the March 2008 launch of Pan Desi, an Indian-American network on CoLors TV, a basic cable and satellite channel featuring multicultural programming. Pan Desi aims to reach its audiences during prime-time with mostly original programming that emphasizes the South Asian-American experience. Pan Desi is the new avatar of American Desi, a satellite based Indian-American network that was launched in 2005 with great promise but nevertheless failed when it went bankrupt. When American Desi was launched it promised an alternative to the India-centric programming available through Dish and DirecTV’s South Asian satellite channel packages. Nevertheless, the network did not generate the kind of advertising revenue the CEO Vimal Verma had hoped. Now in its Pan Desi avatar, the network is operating as a basic (and in some instance as free-over the air channel) cable and satellite channel. Simply Desi and Pan Desi bring something new to the table—an attempt to make relevant programming for South Asian Americans (instead of South Asians in America) accessible thorough new forms of distribution such as cable and satellite networks. Yet in their reliance on syndicated content from India, in their alliances with multicultural programming platforms ImaginAsian TV and CoLors TV which are carried on basic cable and satellite channels, they seem very similar to traditional South Asian diasporic media which have long operated on public access broadcast channels on weekends. Since 2005, two attempts at targeting desis through subscription based satellite channels have failed—one being American Desi and the other being MTV Desi. Both networks acknowledge that the premium subscription model did not work. These developments pose interesting questions such as: Can only the likes of Zee TV from India be a key player in the US marketplace? Can South Asian American television networks only continue to carve a space for themselves within the public space of multicultural television? And what do these developments tells us about the place of minority television in the US?