afaqs! news bureau

Sony MAX goes HD

Sony Pictures Networks India launches MAX's HD offering; promises to be 'edgy yet poetic'.

Sony Pictures Networks Television India (SPN) adds an HD channel to its bouquet of offerings by launching MAX HD. The channel will go on air from December 25, 2015.

In the upcoming telecast pipeline there are movies such as Bahubali, PK, Queen, Jab Tak Hai Jaan, Ram Leela, and Aashiqui 2.

Sony MAX goes HD
Sony MAX goes HD
Neeraj Vyas, senior executive vice-president, Sony MAX and Sony MAX 2, says, "It has been our constant endeavour to provide viewers an experiential, entertaining and unique television movie-viewing experience, and the launch of our HD channel takes our obsession for movies to a whole new level. With its own unique movie line-up independent of MAX, the channel will strike a chord with the aspiring audience who yearn for that cinematic viewing experience in the comfort of their homes."

The programming mix will comprise six-seven segments, including a special for critically acclaimed films, as well as Hindi cinema classics. Vyas revealed that for a section called MAX HD Rewind, the channel has digitally re-mastered around 120 movies such as Anand, Chupke Chupke, and Chandni.

The brand positioning of Jee Ke Dekho, the team says, is based on the premise of "paying tribute to cinematic moments". The marketing campaign will have digital as the lead medium. As for sponsorships, the channel is in talks with founder advertisers.

Within the industry, it has been noted that the premium HD channels have recorded ten-fold top-line growth according to the 2015 FICCI KPMG report. Vyas, who also hopes that the competition of the digitisation drive will boost HD viewing, says, "Currently the HD viewers base is around 5.5 to 6 million, and it's only growing."

He further adds, "The channel is not just an extension of the existing setup, but it's different in its look and feel, with a lyrical and poetic presentation."

MAX HD will be available across multiple DTH and leading digital cable platforms.

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