MTV Desi chief Nusrat Durrani picked Brit TV personality Tim Kash for male anchor. As a fellow well-known Sri Lankan Brit, Kash is like the male M.I.A. — if she were as lame as Carson Daly. (That’s a slam on Daly, not Kash, whom I’ve never watched.)

Since Kash isn’t an American, I’m guessing Durrani didn’t find a male anchor he liked by launch time and had to go to the UK bench. I’m also guessing that he’s champing at the bit to get an American. But maybe he just wanted one of the anchors to be an old hand at MTV.

On the right is Niharika Desai, their female face. Here are the anchors’ official bios:

Of Sri Lankan heritage but born and raised in the UK, Tim Kash hosts the daily MTV UK News show… Tim began his career at MTV at age 19, becoming the youngest MTV VJ in history. Most recently, Tim co-hosted the MTV US/International coverage of the recent Live 8 concert in London’s Hyde Park that was beamed across the world.

Niharika is a film editor with a background in photography… [from] Poughkeepsie, Mumbai and Brooklyn… Niharika is a graduate of the University of Pennsylvania with a double major in Psychology and South Asia Regional Studies. She is conversant in Marathi, can read and write the Devanagari script.

MTV Desi apparently didn’t get the ‘must refer to self as Indian’ memo. Damn you, South Asian Studies! Anil Dash says Desai may beat Apu as the most famous desi American within the next 12 months. That would be a relief, but Miss MTV Desai only beams for satellite at the moment.

… I can’t wait for the day when there’s enough Indians in the mainstream media that we can complain about the offensive way in which we’re depicted. Somewhere between Temple of Doom and Apu’s appearance on the Simpsons…

Lilia asked me the other day who the most famous U.S.-born Indian American is, and I had to think a bit. It’s not Deepak Chopra, because I don’t think he was born in the U.S., and I was told [Ed.: by the friend who asked the question] Norah Jones doesn’t entirely count, since she’s half Indian. My guess was that maybe it’s Tony Kanal from No Doubt, but apparently he was born in the U.K. Maybe by this time next year it’ll be Niharika Desai.

 Asians in Media gets snarky about the music:

Initially, it is likely that most of the music videos (except Bollywood) will be of British origin until American artists get used to making their own. The regular shows will be a mixture of original programming based in America and feeds from MTV India. Last night however, the station opted to start off with the singing talents of sufi-rock singer Rabbi Shergill.

Kash apparently didn’t mainscreen-test well as host of the UK’s Top of the Pops:

The new show was hosted by MTV presenter Tim Kash until his contract expired in August 2004. It was not renewed due to his apparent lack of popularity with TV viewers.

In case you’ve been in a persistent vegetative state the last two weeks, MTV Desi is now broadcasting on DirecTV. Has anyone seen it yet? Their show lineup:

MTV Desi News: The first customized pop-culture news service for young South Asian- Americans, brought to viewers every hour on the hour by the award winning MTV News organization. MTV Desi will also feature special news packages every week covering breaking talent, events and issues relevant to the young Desi community.

Live From…: MTV Desi hangs out with viewers in a new neighborhood, a live event, or someone’s living room, discovering new things and re-interpreting others from a Desi point of view, while tripping on the coolest videos.

Maximum Party: MTV Desi takes viewers deep into the party scene around the country and abroad, minus the round-the-block lines, surly bouncers, and what-to-wear anxiety. It’s the finest beats and inside access, MTV Desi style.

Bollywood on Ice: This is not your mother’s Bollywood show although she may want to watch it. In this show MTV Desi goes deep and wide – introducing U.S. audiences to the stunning diversity, exuberance and glamour of Bollywood, seen through an MTV window.

The Mirror: This program will reflect the talent and creativity of bi-cultural artists like Raghav, Jay Sean and MIA as well as musical acts like Missy Elliot, Truth Hurts and Timbaland, who are influenced by South Asian culture. Unpredictable, colorful and on-the-edge, these artists now have a platform to reach wider audiences through MTV Desi.

Video Khichri: Video Khichri derives its name from a South Asian lentil and rice dish called “khichri” which means “mixed up” and this show is just that: an unpredictable and often volatile mix-up of videos that allows the viewer to fully indulge in their most loved videos.

CY vs. CY: Cy vs. Cy is an irreverent and hilarious show that destroys all traces of boredom and tests the limits of human endurance … and tolerance. When Cyrus Broacha and Cyrus Sahukar, MTV India’s most popular VJs try to outdo each other, it’s the viewer who comes out on top.

MTV Bakra: “Bakra” is the name for goat in Hindi, but it is also means sucker. Nobody’s safe when Cyrus Sahukar and his crew hit the streets with the Bakra camera.

Heavy Mental: Its lunacy unlimited when the one-and-only Cyrus Broacha explores the weird and wild side of life.

Roadies: A wildly successful reality show created by MTV India, Roadies records the tension, humor and heat generated when you put together four guys and three girls on a 40-day motorcycle road trip.

MTV Trippin’: Cameron Diaz and her crew of friends explore some of the most exotic, environmentally unique places on the planet and seek to discover ways to preserve them.

Style Awards: Music meets fashion in the wildest, most off-beat and glamorous event featuring designers, pop-stars and Bollywood glitterati

Immies: The MTV Immies are an extravaganza like no other on the planet. The ultimate destination for movie awards with only one thing to celebrate: Bollywood. This is a breathtaking and star-studded annual event with all the sparks and sexiness of music and movies.

Eh… first new hire: a publicist who can write teh hip. Yeah, that’s [sic].

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