DStv Indian viewers are in for a real treat when MultiChoice launches Saffron TV a new lifestyle and entertainment channel, filled with an exciting mix of local and international shows.

From 29 August at 13:00, DStv North and South Indian customers will be able to view programmes especially packaged for the Indian community. Saffron TV offers prime time viewing of engaging lifestyle programming, family entertainment shows, and a window into the world of the local Indian community. Its locally produced shows cover food, style and beauty, health, Bollywood news and reviews, celeb/showbiz gossip, community news, and all with loads of viewer participation.

It also provides the local Indian community a relevant and dedicated entertainment offering and a gratifying sense of "this is about me and for me". It offers a platform for the audience to see themselves, celebrate their successes and come together to manage issues and challenges.

Local content will make this a unique channel offering, with hosts including well know Indian media personalities Sorisha Naidoo, Strini Pillay, and new comers to the screen Leticia Singh and Shalandra Bunseelal.

The twenty hour broadcast on channel 456 runs from 06:00 to 02:00, with the daily premiere block from 18:00 until 22:00 (Monday to Friday), and on weekends from 13:00 to 18:00. From September to November, over weekends, DStv Premium viewers have the opportunity to watch local programmes, with international content being primarily presented during the week.

Stan Joseph, Director at Ochre Media, owner of Saffron TV says: "Saffron TV, is an exciting project that showcases our strengths as a creative company, and the benefits we can leverage by being part of a major local media group like Avusa. With key brands like Sunday Times Extra and NuMetro Bollywood that serve the Indian market, the creation of a television platform was a natural extension of Avusa"s strategy, to offer the premier media brands for the South African Indian market. The launch of Saffron TV is in response to global trends of fragmenting media markets and the importance of owning audience niches. The South African Indian community is a case in point when it comes to a lucrative niche market."

Aletta Alberts MultiChoice"s General Manager: Content says" MultiChoice is committed to providing programming that reflects our country’s unique and diverse cultures, which is why we’re particularly proud to add a home grown channel to the DStv North and South Indian bouquets."

Subscribers can look forward to the following seven local series launching on SaffronTV

"Star Attraction" (Saturdays at 13h00) hosted by Shalandra Bunseelal. This show gives viewers the low-down of what"s happening in the world of showbiz - locally and internationally. The ultimate show for fans of Bollywood movies, music, theatre and television.

"So Fabulous" (Saturdays at 14h00) hosted by Sorisha Naidoo. This fashion series addresses the style needs of Indian women who are not always catered for in magazines or on TV, and features celebrities in the fashion/beauty industry, makeovers, designers, models, style tips and news on the latest accessories and beauty products.

"Saffron Guys" (Saturdays at 15h00) hosted by Strini Pillai: With its core proposition of "you are what you have", Saffron Guys is a light-hearted entertaining show that welcomes us into a world of gadgets, cars, games and new technology.

Your Good Health (Thursdays at 20h30) hosted by Letisha Singh: This series promotes a healthy lifestyle by addressing various aspects of health - such as diet, nutrition, physical fitness, and mental or emotional health - both holistically and conventionally.

"Saffron Extra" (Sundays at 13h00) hosted by Letisha Singh. A weekly television edition of the South Africa"s popular weekly Indian newspaper The Sunday Times Extra - featuring issues, people, events and special moments relevant to the South African Indian community. Saffron Extra will be a multimedia interactive platform for the South African Indian community.

"The Singing Chef" (Saturdays at 14h00) hosted by Strini Pillai. A cooking show that is warm, intimate and inviting. It is about food friends and family. Strini is joined by celebrities, chefs, friends or viewers each week as he prepares a dish while chatting informally to his guests and shows us how food can bring people together. They are not allowed to taste (or leave) without singing first!

"Saffron Talk" (Sundays at 15h00) hosted by Sorisha Naidoo: A talk show about relationships. Each week Sorisha and a relationship expert discuss issues that are relevant to the Indian way of life (within a global context) e.g. inter-racial marriages, communicating with your kids, arranged marriages and divorce.