The channel, with a `global reach' as it is touted, is promoted by a Delhi-based company, Reminiscent Television India (RTI). The company will also launch a Gujarati channel called Gurjari. Both channels will be digitally free-to-air and will be officially launched on April 19 in Mumbai.The test signals for both have been going on for a while and the programming will begin from Wednesday, according to a company official.Reminiscent is headed by Subhash Menon, ex-director of Punjabi World. The entire project cost involving the two channels is about Rs 200 crore. It has been funded by a group of non-resident Indians. Prominent among them is UK-based Kushal Khangram. Reminiscent TV India has an exclusive licence from Reminiscent Television UK to produce software and for airtime sales.The company has an ambitious plan to add at least two to three moreregional channels to its portfolio by the year-end which too will be funded by the same group.

RTI's move is significant as going regional seems to be the mantra for the channels waiting to put their greenbacks on airwaves as niche language channels have good revenue potential. Plans of STAR Television also include launch of four regional channels by the year-end, including Gujarati and Punjabi. Zee has also announced plans to launch regional channels, including Punjabi.While there is no immediate competition for Gurjari, Lashkara will have to compete with Punjabi World, the existing 24-hour Punjabi channel promoted by ex-HMV executive Pawan Malhotra. However, Reminiscent officials claimed they stood chances of better success than Punjabi World as it has an analogue signal and is available only in South-East Asia.

Reminiscent hopes to raise about Rs 12 crore as advertising revenue in the first year which a company official said was a modest target taking into account the channels's reach in Punjabi andGujarati households globally, two of the most affluent Indian communities.Another Delhi-based Srishti Videocorp had launched a Gujarati channel called YES (Youth Entertainment Service) Gujarati in 1996. But the channel was an encrypted digital channel from day one and could not sustain for long.Success of the new channels will, however, depend a lot on the programming content. Both Reminiscent channels are planned to be round-the-clock and will begin with rotating eight-hour fresh programming initially. Reminiscent has roped in staff from Punjabi World, In Cablenet and a few other TV groups.Three-fourth of the programming is to be sourced from a few production houses based in Mumbai.

In addition, Reminiscent is also tying up with major gurdwaras, beginning with North India, to let them televise Shabad Kirtan and Gurbani.