Exclusively for movie lovers, Sony Entertainment Television launched the new movie channel, Sony Pix in August 2006. The channel claims to bring the greatest stories ever told, right in the viewer`s home. World-renowned Hollywood actor and Grammy Award winner, Will Smith especially came to India to launch the channel. PIX draws on the Sony Pictures library that includes titles from Columbia and MGM and excites the Hollywood movie lovers. PIX attempts to be extremely contemporary, innovative, passionate, engaging and stylish. The programming consists of contemporary and classic Hollywood movies with original programming and other elements that reflect the channel`s promise of being mad about the movies.

Sony PIX also aired a customized show for its viewers, in which Hindi actor Tara Sharma interviewed the new Bond, Daniel Craig, and the rest of the cast of the Bond movie `Casino Royale`. This channel is taking pains to build an Indian identity through customized programmes. Not just with the advertising but with localizing the look and feel of the channel. This channel has also premiered Aparna Sen`s movie, `15- Park Avenue`. PIX had also decided to pay a tribute to two directors - Martin Scorsese and Woody Allen - in the month of May in 2007. The line-up begins with Martin`s films: `Raging Bull`, `Taxi Driver`, `New York, New York` and `Age of Innocence`. Some of Woody Allen`s films that will be showcased include `Everything That You Always Wanted To Know About Sex`, `Interiors`, `Manhattan`, `Husband and Wives` and `Crime and Misdemeanors`.