Cellcast Interactive has launched MyTV, India's first social TV channel. The free-to-air channel will have no ad breaks and the content will be created in such a way so that brands are integrated into it, according to Media Mughals. MyTV will bring about interactivity across television, internet and mobile. Programming includes shows like Bid2Win, My Studio, The Big Deal, Chor Machaye Shor, Laughter Tambola, Glitter Mania, Gold Safe, Cricket Howzatt and One2Many. It will be available across the western, eastern and northern belts of the country, and will reach over 35 million analogue/digital homes including multiple DTH platforms in the first phase itself. MyTV is aimed at audiences in the 15+ age group. It will be distributed by Cellcast's distribution partner BAG Network especially across the Hindi-speaking belt in India the country.