Sony Max, often referred to as SET Max or simply Max, is a Hindi movie channel in India. It was launched in 1999 as a Hindi movie channel, sometimes showing cricket events (notably the Indian Premier League from 2008 to 2017). Since around 2013, however, it has focused more on South Indian (specifically Telugu, Tamil and Kannada) movies dubbed into Hindi; these now occupy most of its programming schedule, with a few Hindi movies. (Other Hindi movie channels—such as Zee Cinema, Star Gold and Colors Cineplex—have followed suit, though to a slightly lesser extent.) However, the channel’s international feed continues to show primarily Bollywood movies.
An HD feed was launched on Christmas 2015, much later than Zee Cinema and Star Gold (which had launched HD feeds in 2011), and also &pictures. Since its inception, the channel has used the slogan Deewana Bana De (‘Making You Crazy’).
- Graphics packages of the four Sony India channels as of 2007 on Vimeo
- 2008–2012 graphics [Behance page and idents (1 and 2)]
2011–present (India, International), 2011–2017 (UK)
When Sony Mix was launched on 1 September 2011, Sony TV, Sony Sab, Sony Max, Sony Pix and Sony Aath added the word ‘Sony’ in a black rectangle on top of their logos, though the graphics were not changed.
The channel has rebranded thrice since 2011, in two cases on the day after the final of that year’s edition of the Indian Premier League: on 28 May 2012 and on 25 May 2015.
2012 graphics: This look was designed by Charlie Co, a California-based design agency.
- Presentation Archive (UK) (the graphics were introduced in India only in 2012, not 2010)
- Campaign India
- Graphics montage
2015 graphics: A new graphics package was introduced introduced on 25 May 2015 and designed by the Argentine creative agency Plenty. The on-screen typeface was Effra, replacing the long-standing Gotham and Avant-Garde, though Gotham continued to be used on social media. While the SD channel used a blue, yellow and red graphics package, the HD feed, launched in December 2015, used a bronze-gold graphics package.
- Rebranding page on Behance (the bronze graphics used by Sony Max HD are in the ‘Festive Package’ section)
- Art of Channel Branding
- Graphics montage
2019 twentieth anniversary graphics: Another rebrand was introduced on 20 July 2019 to celebrate the channel’s twentieth anniversary. Sony Max reverted to the yellow, tan and orange colour combination used in 2012–2015, dropping blue and red, though with a different graphics package. The on-screen font is now Montserrat, a widely popular font developed in Argentina, the country where many channels of Sony and rival network Zee had their graphics packages created.
An HD feed was launched on 25 December 2015, much later than Zee Cinema and Star Gold, which had launched HD feeds in 2011. (However, a pop-up channel called Sony Max HD had been launched for the 2011 and 2012 seasons of the Indian Premier League; in June 2012 it became the HD version of Sony Six, Sony Pictures Networks India’s first sports channel.)
- Press coverage of the HD channel launch (1, 2, 3 and 4)
- Newspaper advertisement
- HD channel launch video
In its first two years, Sony Max HD showed a mix of recent popular movies, niche and critically-acclaimed movies, and classic Hindi movies older than the 1990s (similar to Star Gold Select HD). However, since late 2017, these are aired much less frequently than South Indian movies dubbed into Hindi, as with the SD version.
2016–present (HD); 2017–present (SD, UK only)
This logo was introduced on 25 December 2016, on the HD channel’s first anniversary. Sony Max HD was launched in the UK in August 2017, and the SD feed there adopted this dark logo and bronze graphics package.
In India, the logo colour is black only for the HD feed; the SD feed has the traditional logo. Until the July 2019 rebrand, the graphics package was bronze-gold only for the HD feed; the SD feed had the blue-yellow-red graphics.
| Hindi: Entertainment: Sony TV (HD), Sony Sab (HD) and Sony Pal | Movies: Sony Max (HD), Sony Max 2 (classic movies) and Sony Wah | Music: Sony Mix | Kids: Sony Yay
International channels: SET (Asia)
On-demand: Sony LIV
| Current franchises:|