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Sony Entertainment Network has launched the first free-to-air 24/7 South Asian television channel in the US.

SAB TV, India's premier family comedy channel, is available on channel 23.4 in the New York metro area and channel 44.4 in Dallas/Fortworth, Texas, with a combined reach of over 10 million households.

Its current programming line-up includes popular family shows such as Tarak Mehta Ka Oolta Chashmah, Ammaji Ki Gali, and Gili Gili Gappa.

Jaideep Janakiram, SVP International Business-Head of North America, said: "At Sony Entertainment Television, we continue to lead in ways to make our programming available to the widest audience possible. This free-to-air SAB TV initiative is part of that goal. It's also a unique opportunity for local advertisers to efficiently reach the South Asian target audience in these markets."

Edison Broadcasting, operator of channel 23 WDVB LD (NYC) and channel 44 KLEG LS (Dallas) is Sony's distribution partner for the free-to-air distribution of SAB TV.

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