Home >> Media-TV >> Article

Aastha the faith channel launches in USA on DirecTV

06-June-2005
Font Size   16
Aastha the faith channel launches in USA on DirecTV

Specialty television channel and spiritual network, Aastha TV, is now available in the USA exclusively on DirecTV. Aastha offers viewers spiritual, cultural, education, social and faith-based programming to educate the new generation about their roots as well as cultural heritage.

Said Kirit Mehta, Chairman and MD, Aastha, “We recognised a need that South Asians have. Whether in India or America, our deep-rooted cultural and spiritual beliefs need to be maintained for our future generations. We have, therefore, joined the DirecTV platform. We will strive to satisfy the deeply felt need of spirituality from the vast community of Indian residents in the United States.”

The programming, available in Hindi, Gujarati and English, features spiritual discourses, socio-spiritual-cultural ceremonies and events, meditation techniques and devotional music. It charts the holy places of pilgrimage, elucidates on traditional festivals and focuses on Indian Vedic sciences like ayurveda, yoga, astrology, crystal therapy and aroma therapy.

”We recognise and respect the fact that spirituality is integral to the very essence of the South Asian culture and Aastha will fill those social and spiritual needs,” said Aaron McNally, VP-International, DirecTV, Inc. “Aastha will provide a link to India's cultural roots, customs and society to more than two million South Asians living in the United States,” he added.

Sunil Hali, Chairman of CineMaya Media, said, “Aastha is not just a channel but an institution for every South Asian home.” CineMaya Media is the managing and marketing partner of Aastha in the US, and will provide locally produced programming that will help the community and the next generation through community news, Hindi/Gujarati/Punjabi classes, live broadcast of local cultural events and more.

Aastha currently offer its viewers across the world, programming recorded at spiritual and community events, gatherings, and unparallel access to live telecasts of important events in India. Now, with its launch in USA and Canada, Aastha has begun an outreach campaign to various spiritual and community organisations across these countries for locally produced programming, and event telecasts.

Madhavkant Mishra, Head-Media Communications for the channel, said, “Aastha channel programmes have been tailor-made for US viewers. The programmes will be different from what is aired in India. It would be our endeavour to reach every corner of the globe. We have so far aired 20,000 hours of programming and plan to reach the 2.5 million members of the Indian diaspora who live in the US.”

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years

Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips

The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities