Bollywood For You (B4U) is a new 24-hour digital premium channel launching on August 26 for Asian viewers on Astra 2A. The channel will charge Pounds 9.99 as a stand-alone service or Pounds 12.99 combined with Sony Entertainment TV (SET), launching on the same day, a key festival for the Asian community. B4U is backed by Eros Distribution, specialists in Asian movies and said to control more than 60 per cent of all Bollywood movies in Europe. According to Jyoti Deshtande, vice-president, marketing at B4U, Eros has been building its rights library over the past two years with exclusive material in readiness for its own channel. B4U guarantees to show five movies a day plus music and series. SET Asia and B4U, have signed a subscriber management deal for UK digital satellite with MGt.