Virgin Media has reduced the price it charges for its bundle of Asian TV channels.

The Asian Collection, as it is known, has been lowered from 24 per month to 10 per month.

The eleven channels a part of the package include ZEE Punjabi, ARY Digital, B4U Movies, B4U Music, Sony Entertainment Television Asia, MAX, STAR News, STAR Plus, ZEE TV, ZEE Cinema and Zing – dependent on area in the UK.

This is the first time such a price reduction on the Asian Collection has been taken after rumours surfaced earlier this year about the Asian TV channels joining Virgin Media’s XL package.

This latest strategy could be seen as a move to lure customers away from other platforms including Sky Digital, who currently have packages such as VIEWASIA (a part of Sony Entertainment Television Asia), ZEE Network (four channels) and the STAR channels* available in Sky’s Basic Packs.

* This part has been ammended, STAR’s channels are not free-to-view but are instead part of Sky’s Basic Packs (Style & Culture and News & Events).