MUMBAI: The International Channel in the US is all set to launch a new original series, Stir. The inaugural episode will be on air on 3 March, 2004 targeting 18- to 35-year-old Asian-Americans.

Stir is part of the International Channel's Asia Street programming block, and is produced in conjunction with KTSF, a San Francisco-based independent television station.

"The advantage to advertisers with Asia Street and Stir is they can now target a younger, crossover multicultural audience," says International Channel Networks VP, ad sales, Bill Georges. "This programming appeals to an attractive audience of 'GenerAsians' - bilingual, bicultural, 18- to 35-year-old Asian Americans."

The series will be hosted by four young Asian Americans and will feature individuals who have chased their goals and built careers outside of the mainstream.