"WeareSouth Asians Were proud to tell rhe uvrld Were singing in one voice now It's rime for us to be heard."

An appropriate introduction to TV South Asia, ' the first ever electronic media collaboration" which was launched recently at a glit-tering ceremony in Mumbai.

Explaining the raison d'etre for the channel, eminent Indian poet and lyricist Javed Akhtar said that TV Southasia will provide a common platform for the South Asian nations in a scenario where the countries share a common culture, civilisation and history. A firm believer in a shrinking world, he said the channel would go a long way in providing a unique identity to the South Asians across the globe.

Another notable at the function was classical Hin-. dustani vocalist Pandit Jasraj. Meanwhile, the chan-nei's executive editor Rubana Haq enumerated the history of the channel.

The channel's origin goes back to April last ycar when five broadcasters from the region pitched forces to

rediscover and reinforce a South Asian identity based on a shared heritage. The players are the Indian Taranewz channel -■ the first 24x7 news channel in Bengali, which offered it facilities to uplink the channel, Channel i from Bangladesh. Aaj TV from Pakistan, Image Channel from Nepal and News First Online from Sri Lanka. In the words of chairperson of Taranewz Ratikanta Basu, the move was initiated to bring the South Asian nations together and promote trade and tourism through collaborative measures.

Amplifying on the mandate ofTVSouthasia. a press release says, “The objective is to focus on harmony, secularism and peace which will be conveyed through programmes like talk shows, vox pop. music, quiz, tele-films, features, documentaries, interviews; shows on lifestyle, cuisine, ajchU.ectiire, 'fash^nm .and reviews from the regioh oh commerce, trade and cinema. TV Southasia also stands for its commitment to its project SHAPE, which stands for what Southasia needs at this hour: Skill Health, Awareness. Poverty alleviation and Education."