That's why you see this explosion of channels. For the bigger players like Zee, a bouquet of channels brings in more revenue and can be broadcast for less than the price of putting out one analogue channel. But the economics of Asian broadcasting also depend on cheap programming from the Indian subcontinent. Zee started out by making some programmes in Britain but has cut back over the years. Most of its key rivals like Sony aren't yet contemplating local programming.
Most companies reckon programmes can be made for a fifth of the price in India or Pakistan.
And each channel is playing the same game. One station that doesn't have to worry about programming is B4U. Kishore Lulla, one of B4U's backers owns the international rights to around 1,700 Bollywood movies and is snapping up more all the time. Of course, south Asians aren't the only ones rushing to start channels. The ITC, which regulates the television industry in Britain, reckons about 400 stations have permission to broadcast. There are channels aimed at the Chinese community and Arabic speakers.