The cable box sits gathering dust. Beneath the television, an IPTV device blinks, over 5000 plus channels for a fraction of the cable price. On the coffee table, a smartphone glows with YouTube clips, Hotstar highlights, Instagram reels.

Autumn is fading in New York. Central Park’s leaves — once lush and green — now lie in soft drifts of pale yellow and gold along the winding paths. The air has sharpened, the trees are nearly bare, and the light grows weaker each day.

These are heady times in the South Asian media in UK .The market has never seen such frantic activity; what with more and more channels pushing their way through in a market already jostling for space. And viewers! Ah, yes viewers.

Pioneer Boulevard in Artesia, a city southeast of Los Angeles, USA, is a bustling commercial hub for the Indian community. Think Southall Broadway, Ealing road, or for that matter Belgrave Road in Leicester. Only this one’s more hygienic, has less traffic and spacious roads for a smooth passage of traffic.

Forty-something Anshu Jain, who belongs to the Jain community – known for their business acumen – is head of Global Markets at Deutsche Bank and is responsible for turning the bank into a bond-market powerhouse

“I love Bhangra and Remix songs. I am listening to the Bhangra album ‘Deepa’ and ‘The Lick’ which are very good and the ‘Badal’ Remix and ‘Love 2 Love 2000’ album.”

For Asians living in the U.K., there is, it seems, no limit to entertainment via the idiot box. Almost every month, there is a new channel being launched targeting a specific audience.

He speaks in an eloquent manner. The accent is unmistakably British, although at times during our conversation there are traces of Uncle Sam’s English.