South Africa: Sony launches 24-hour Indian entertainment TV channel

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Sony Entertainment Television Asia has launched its premium movie and special-events channel in South Africa. The new channel, MAX, which is available on DStv’s Indian bouquet, offers a blend of Bollywood blockbusters, classics and glitzy events. The offering is the latest by the pay channel aimed at the Indian market. MAX, which has been well received in India, the USA, Europe, the Middle East and the UK, is the second Sony channel after Sony Entertainment Television to be launched in South Africa.

Rajan Singh, executive president for international business, said: “After a very successful test transmission phase on digital satellite, we are proud to offer the South Asian community of Africa a channel that has been at the forefront of TV in the subcontinent.

“We believe that after establishing itself as the market leader in its genre in India and other international territories, the channel is set to take South Africa and the rest of Africa by storm.” It will offer local audiences “top-class movies and events”.

The 24-hour channel broke a record this year by attracting the highest viewership in Indian TV history. “With an unrivalled edge in its on-screen look, packaging and technical standards, MAX offers viewers a completely new viewing experience, one where viewers can almost feel part of the movie or event they are watching,” said Singh. Some of the movies included in the MAX line-up are Chak De India, Welcome, Partner, Heyy Babyy and Jhoom Barabar Jhoom.