Sony Entertainment Television is popularly known as SET or Sony TV. One of the famous channels in the family of Sony TV is Set Max. MAX is part of the bouquet of channels distributed by the The One Alliance, which is a joint venture between SET India Pvt Ltd and Discovery Communications India. It was launched in October 1999 and presented its new look to viewers in January 2002.This channel provides its viewers with the biggest and best of Hindi Movies and Events including the best-limited overs ICC Cricket tournaments all the way till 2007 ending with the ICC Cricket World Cup 2007. Sony Entertainment television Network won the ICC rights for cricket telecast during the Cricket World Cup in 2003 and thus, they have broadcasting rights of all the cricket tournaments which will be played under ICC`s tags- with commentries both in English as well as Hindi. MAX, India`s premier movies, cricket and events channel.

Set Max was launched in the year 1999 and since then it is the fastest growing channel in its category, reaching out to over 32 million people in India. MAX has registered tremendous growth in viewership and market share in the Indian Cable & Satellite Television market, not only with record ratings during all the ICC Cricket tournaments in 2002 and 2003, but also as the leading channel among Hindi movie channels in India in Prime Time for a major part of 2003. Other channels in the genres have emulated most of MAX`s key innovations in the field of Cricket and Movie broadcasting, such as Extraaa Innings and Extraaa Shots respectively. Extra Innings has helped increase the ratings of the channel, as the programme attempted to widen the viewership of the game to include segments, which are unaware of the nature or rules of the game. Apart from Extraa Innings, SET Max has fixed up an array of related lighter programmes for the viewers such as Cricket Cuisine, Cricket Funda along with daily polls and contests.

Set Max is a very popular channel through local cable operators in India, except in Indian cities like Chennai and few others because Set Max is not available in those parts of our country. Max continues to be the forerunner among other Hindi movie channels- Zee Cinema, Star Gold and B4U movies. SET Max brings to its viewers, the biggest and the best of Bollywood movies in their weekly specials "Maha Movies," "Super Cinema" and "Mera Movie." One can also see the latest Hollywood blockbuster movies dubbed in Hindi on "Promise Hollywood Hungama." SET Max`s programming also includes behind the scenes look at the Bollywood buzz in their popular magazine show "Current Bollywood" hosted by Shweta Kwatra. Along with this, SET Max brings to your living room, legends of Bollywood, including Amitabh Bachchan, the remarkable line-up of artists, including production and entertainment bhangra group RDB (Rhythm Dhol Bass), hit Punjabi singer Juggy D and R&B sensation Veronica from the UK who began their set with the super hit `Hum Tum` driving the capacity crowd into a frenzy. From romances, to comedies to drama, some of the best movies ever made can be seen only on SET Max.

Set Max has always been adopting new, innovative strategies to keep its viewers intact and be on the number one position as always. In the past, SET Max has had three campaigns on the `Deewana bana de` platform bringing out the `deewanapan` or craziness among movie buffs- the Kapil Dev and `gali` cricket ad in 2002, the `Devta` ad in 2003 and the second part of the `gali` cricket series in 2004. Max is about inculcating the fanaticism of movies in real-life situations. SET Max had also launched its `Sabse Bada Deewana` contest, which aired on the channel in a reality show format. As per this contest, SET Max chose the craziest movie buff from across the country through auditions across Lucknow, Jaipur, Bhopal, Surat, Kolkata and Mumbai. The six `deewanas` chosen from each of these cities were then eliminated by viewer votes till the Sabse Bada Deewana was chosen.

Set Max has recently been launched in the US. SET Max is truly representational of current India. As a channel, it delivers this culture worldwide, through its qualitatively superior content, in virtually every part of the world where South Asians live.