MUMBAI: Star is planning to launch a free-to-air Farsi language general entertainment channel.

The channel, which is scheduled for launch in early 2009, aims at providing programming from across the world to the over 100 million strong Farsi speaking community in the region.

Star CEO Paul Aiello said, "Star currently broadcasts in over 10 languages across Asia. With the addition of a dedicated Farsi language general entertainment channel, we will further expand our existing portfolio of channel offerings, allowing us to enhance the television viewing experience of audiences that speak the language."

Star will set up its Farsi channel sales and marketing office in Dubai. The company already has a presence in the Middle East, having used the Dubai Media City as the base of its Middle East operations since 1994. Star currently offers a bouquet of 15 channels in the market.