Chasing Desi Dollars
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That's what the folks back at MTV are banking on too. "If you wanted to reach young South Asians, there hasn't been a branded, credible platform," says Nusrat Durrani, senior V.P. and general manager of MTV World. Voilà MTV Desi, which should air nationally in July. After Jay Sean's interview, he sticks around to pose for photographs with fans. "To me, it's been a long time coming," the singer says between autographs. "There is a massive market out there." Sean, an artist and an entrepreneur, pauses and then continues, "We make up one-fifth of the population of the world. Imagine that." --With reporting by Jeanne DeQuine/ Miami, Noah Isackson/Chicago and Laura A. Locke/ Cupertino
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