In July 2005, MTV Networks announced the launch of MTV-Desi, a niche channel for South Asian-American youth. Desi, which means "from the homeland," is a term that is increasingly used to refer to people of South Asian origin in North America and is indicative of desi youth emerging as "public consumers and producers of distinctive, widely circulating cultural and linguistic forms."

The article, What Brown Cannot Do For You: MTV-Desi, Diasporic Youth Culture, and the Limits of Television, by Aswin Punathambekar looks at diasporic media cultures and MTV's efforts to target Asian-American youth. The full article is available at the following link: