A new sports channel for Pakistan is to be launched this month by state broadcaster Pakistan Television Corporation (PTV), according to its managing director. Yousef Baig Mirza told media in Multan that the venture, which will launch in the middle of January, will help promote Pakistan's national and regional sports, provide employment opportunities and "most importantly" motivate the younger generation to take up sporting activity. "The channel is not aimed at taking away other channels' market share but will be a healthy competition," said Mirza, adding that the "people of Pakistan will find it as a unique sports channel." The news follows an announcement in November 2011 by Minister for Information and Broadcasting Dr Firdous Ashiq Awan, who said a PTV sports channel was to be launched on the directive of President Asif Ali Zardari and Prime Minister Yousaf Raza Gilani. The minister told parliament then that PTV revenues would increase by broadcasting events like the Cricket World Cup, hockey and football. She also said the digitisation of PTV will be completed by December 2012, helping the public broadcaster to better compete with private channels.