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Sony Max, often referred to as SET Max or simply Max, is a Hindi movie channel in India. It was launched in 1999[1][2][3] 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.

This page is about the Indian TV channel that shows Hindi movies. For other uses, see Sony Max (South Africa) and Sony Max (Hungary).

1999–2011


SET Max

Since its inception, the channel has almost always used the slogan Deewana Bana De (‘Making You Crazy’).[4]

Sony Max Deewana Bana De 2010

Logo with slogan, 2008–2011.

2011–present (India, International), 2011–2017 (UK)


SET Max logo

This logo was introduced on 1 September 2011 without much fanfare. This was to coincide with the other Sony-branded TV channels of Multi Screen Media—i.e., Sony TV, Sony Sab, Sony Pix and Sony Aath—adding the word ‘Sony’ atop their logos, since Hindi music channel Sony Mix was launched on that day, and it has always had ‘Sony’ in its logo.

The channel has rebranded twice since 2011, in both 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.

2015 graphics: The current graphics were introduced on 25 May 2015 and designed by the Argentine creative agency Plenty. The on-screen typeface is Effra, replacing the long-standing Gotham and Avant-Garde, though Gotham continues to be used on social media. While the SD channel uses a blue, yellow and red graphics package, the HD feed, launched in December 2015, uses a golden graphics package.

HD: 2015–2016

Sony-max-hd-logo

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.)

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 golden graphics package.

In India, the logo colour is black and the graphics package is golden only for the HD feed; the SD feed has the traditional logo and the blue-yellow-red graphics.

References

External links