MAX, the premium quality movie & special events channel from Sony Entertainment Television Asia (SET Asia) was officially launched today, it was announced by Rajan Singh, Executive Vice-President for International Business. SET Asia is the international feed for Sony Entertainment Television (SET), India's leading cable and satellite TV channel.

In making the announcement, Singh said, "After a very successful test transmission phase on digital satellite, we are very proud to offer the British Asian community a channel that has been at the forefront of television in the sub-continent. 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 the UK by storm. With MAX we look forward to bringing top class movies and events to our audience throughout the country."

With the backing of Sony Pictures Entertainment (SPE) and a decade of experience with Sony Entertainment Television (SET), MAX offers the biggest and best Bollywood movies and events 24 hours a day. From blockbusters through to timeless classics and glitzy events, there's something for everyone. Offering up to a staggering 7 movies per day, MAX aims to uphold its promise to viewers of bringing their passion alive - Deewana bana de.

MAX will be screening some of the biggest and best Bollywood movies including mega-hits such as Julie, Lagaan, Masti, Kaho Na Pyar Hai, Mohabbatein, Veer-Zaara, Hum Tum, Kaal, Dhoom, Kuch Kuch Hota Hai and many, many more!

Since its launch in the Indian sub-continent in 1995 Sony Entertainment Television has enjoyed rapid and considerable success leading to the establishment of an international feed known as Sony Entertainment Television Asia. MAX and SET Asia can be found at www.maxasia.tv and www.setasia.tv respectively.