In the past, spotting Asian Americans in the mainstream media in a non-stereotypical role was as frustrating as finding Waldo in a Where`s Waldo? book. But in recent years, Asians have made great strides in the areas of film, TV and music, and are becoming a visible force to be reckoned with. Now twenty years after networks such as BET and Telemundo have paved the way for ethnic-specific programming, ImaginAsian TV (IATV) joins rival AZN Television in offering 24-hour original and imported programming targeted towards Asian Americans. The new network boasts the best of Asian film, television and music, and dishing out candid one-on-one interviews with today`s up and coming Asian talent and veteran stars.

ImaginAsian TV proposes to smash one-dimensional stereotypes that had long hindered Asian American efforts in the entertainment industry. With 14 million Asian Americans making up the fastest growing demographic group in the United States, many would say a channel created by Asian Americans for Asian Americans is long overdue. "This is part of a progressive movement," says IATV CEO, Michael Hong. "When we started, we were a group of stubborn-but-really-talented people who believed in a vision, and believed it was time for us to showcase what Asian Americans had to offer. No one believed that a predominately Asian group can actually get this off the ground. We proved them wrong."

For Hong and Asian Americans in the entertainment industry, that affirming moment finally arrived at "Sway," the launch party for IATV at the recent 2005 AFI Film Festival in Hollywood. Everyone from Asian American stars such as Dante Basco and his brothers, Dion, Darion and Derrick, to influential and respected veteran actors, Amy Hill and Alec Mapa, gathered together to celebrate a historical television moment for Asian Americans. "It`s nice to know that there`s a network for us, where we`re not the minority," said Mapa, star of UPN`s comedy "Half And Half." "It`s about time. We`re 30% of the population and that`s a lot of money! It`s time to spend that money on ourselves!"

Said former Miss Universe and event host Brook Lee, "Usually we`re put in one corner of the room with a lot of other people. And for us to be together in one room makes a powerful statement--we`re here, we`re not going anywhere. We are united and we have a voice." Lee, host of IATV`s "Pacific Fusion"-a showcase of Asians in nearly every aspect of entertainment including film, art, TV, music and sports--says IATV aims to be on the forefront of the Asian American scene. "If you`re Asian, we`re there," said Lee.

Running the wide range that makes up the diverse fabric of Asian cultures, IATV`s programming also includes films, television series, news and music videos from various countries in Asia and in multiple languages. The network strives to combine the public`s fascination with all things Asian with a western perspective. The IATV original program, "Uncle Morty`s Dub Shack," is an irreverent romp of vintage `70s Asian flicks dubbed by four friends with silly, lowbrow humor. In "The Lounge," hosted by Emily Chang, audiences are introduced to both up-and-coming and established Asian American talent with in-studio interviews and performances.

Although IATV is targeted toward Asian Americans, Hong makes it clear that his channel reaches out to the greater American audience. ImaginaAsian TV is now offered by four cable carriers: Time Warner, Comcast, Charter, and Champion Broadband. Statistics from these carriers show that 65% of IATV`s audience is not Asian. Hong points out that this is proof that there is a growing market for Asian American entertainment. IATV is just the latest development of ImaginAsian Entertainment, Inc., a multimedia organization based in New York which has also launched The ImaginAsian Theater, ImaginAsian Radio, and iaLink.

"I want to show everyone that we are expanding the vocabulary of Asian images. This is not only a network for Asian Americans, it`s for everyone," states Hong. "It`s important to me to not only to communicate amongst ourselves, but to reach out to the general market. That, I believe, is the only way we can really affect social change for Asian Americans and how they`re viewed by everybody."