MUMBAI: Star has launched four additional South Asian channels on Comcast’s California Bay Area cable platform. The four channels, Star One, Star India News, Star India Gold and Vijay will compliment Star India Plus, which has been available on the platform since December 2008.

The launch represents the first time that a South Asian news channel has ever been carried by a US cable platform. Vijay, Star’s Tamil entertainment channel will also be the first Tamil language channel to be launched on US cable.

"We are pleased to broaden our offering of top rated South Asian content for Comcast’s California subscribers. The launch of these four channels reflects a number of firsts in the industry and represents the fact that Star now has the most South Asian channels of any one broadcaster on a cable platform. We look forward to strengthening our relationship with operators across North America and stand firm in our commitment to connect Asian viewers with relevant, compelling and top rated content," said Star’ senior vice president of distribution, sales and marketing and head of Star North American and European offices David Wisnia.

"Star India Networks are part of Comcast’s on-going commitment to our customers to bring value by connecting them to the people, places and programming that are important in their lives. By expanding our already diverse programming, the South Asian community will have many favourite programs available 24-hours-a-day, only on Comcast," added Comcast director of national ethnic marketing Natalie Rouse.

Beginning 10 August, the new programming has been made available to residential homes and in cities likes: Belvedere, Corte Madera, Cupertino, Fairfax, Forest Knolls, Greenbrae, Kentfield, Lagunitas, Larkspur, Los Altos, Marin, Mill Valley, Milpitas, Mountain View, Novato, Ross, San Anselmo, San Geronimo, San Quentin, San Rafael, Santa Clara, Saratoga, Sausalito, Sunnyvale, Tiburon and Woodacre.