More than 30,000 Asian households in the north of England are to get a free monthly newspaper.

It has been launched by the people behind Asian Sound Radio and is part of media development that could also see the launch of a specialist television channel.

The Asian People was launched at the recent Manchester Mela music and culture event. It will start as a monthly but the aim is to publish more often as the title develops.

Its dual aims are to give an authentic voice to its readership and also help advertisers target the affluent Asian market in the area.

There has already been a positive response from the target audience with readers buying into the idea, according to newspaper staff.

Executive director Shafat Ali said: "We have invested heavily in both the look of the publication and in getting the right circulation data.

"We are also delighted that we have had the support of people like cricketing legend Farokh Engineer and former Taliban hostage Yvonne Ridley.

"Their input has enabled us to produce something quite unique."

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