Today an English-language cable TV station called IN Channel is being launched as part of True Visions' free-view package. The new 24-hour service plans to live up to its tagline _ "Inspire. Create. Live." _ with a mix of original local programmes and shows produced overseas.

"We're all very excited about the launch because we're an English television station in Thailand with variety of content unlike any other," ML Nandhika Varavarn, managing director of THN Network Co Ltd, wrote in a press release.

ML Nandhika will have help running the channel from experienced entertainment executive Kulpong "Byrd" Bunnag and MTV Asia host Asda "Utt" Panichkul.

The station was created for those looking for "out-of-the-box TV content". The primary target audience is Thai nationals, between the ages of 20-45, who have medium to high disposable incomes. It will also seek to cater to foreign tourists and expats.

The focus will be on news, travel, health and entertainment issues and the plan is to attract viewers with programming that will be, as Utt puts it, "in trend, inspired, insane and individual".

The day will start with Rise & Shine Thailand, a two-hour news show with information from Thai newspapers and regional dailies. Local and international news will be broadcast throughout the day with Lunch Break at noon and On The Grid during prime time.

Original content will include shows like Flagship where Utt and several co-hosts will explore what's popular and currently the "talk of the town".

"It'll be chat, biography ... a mix of everything," said co-host Songsit Termjitaree.

Eating Thailand, presented by ML Sirichalerm Svasti (aka Chef McDang), will take viewers on a culinary journey across the country sampling the cuisine and culture in various provinces.

A travel show with a twist is how Travelers' Quest is billed: two "bros" will not only take tourists around Bangkok but also involve them in various challenges to vie for rewards. Viewers with a standard set-top box will find IN Channel at True Visions 49. For those with a HD box, it goes out on True Visions 90.

_ Kelly Malone