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Adwise 2002 : Sony Entertainment Television - A Profile

In India, Sony Entertainment Television is the first venture of Sony Pictures Entertainment, the biggest entertainment powerhouse of America. From the family of Columbia Tristar International Television backed by the power of SONY with a global network of over 35 international ventures, the channel is dedicated to provide the best in Hindi family entertainment to the largest percentage of the Indian population - the young adult. With channels like SETMAX, offering the best of Hindi films, mega events and cricket. AXN, a powerhouse of the best international action and adventure programming under its belt, Sony Entertainment Television is also responsible for the distribution of CNBC India. Just recently, Discovery Networks International (DNI) and Sony Entertainment Television India (SET India) announced their intent to create a distribution alliance for six entertainment channels in India. The partnership will join the distribution of Discovery's quality nonfiction brands, Discovery Channel and Animal Planet, with Sony Entertainment Television's represented brands, SET India, SET MAX, AXN, and CNBC.



As part of the Sony family, the channel has access to a wide variety of international software from film and television divisions of Sony Pictures Entertainment.



The channel has an impressive line-up, which ranges from the supernatural to the light-hearted, from daily soaps to life-style improvers, from the most glamorous events to legendary blockbusters.



On April 28,1997, history was written as Lata Mangeshkar's concert hit an all-time high market share of over 50%, and on October 17,1998, when the market share zoomed to 85% with the popular blockbusters 'Hum Aapke Hain Koun'. Being a truly global brand, Sony Entertainment Television is also enjoyed by vast audiences in the Middle East, the UK, Europe, Bangladesh, Maldives, Australia, Malaysia, East Africa, South Africa, Phillipines and the US. The current favourites of Indian Television programming from Sony Entertainment Television are Aahat - chilling tales of the supernatural, CID - the police procedure thriller that invites viewers to be part of the investigation, Heena - the story that has made millions of viewers ask themselves "Are marriages really made in heaven?", Boogie Woogie - the ultimate dance show, Shree Ganesh and Shri Krishna - the biggest mythological shows, Mahabharat - the greatest epic drama, Kutumb - the story of a marriage based on hatred!, Kkusum, an ordinary girl's extra-ordinary story, Hubahu - when twins secretly exchange lives….and fate steps in!, Dhadkan - anxiety, trauma and hope in a gripping medical drama, Hum Hain Dilwale - hatred was never funnier and many other shows.



The channel was the first to bring The Femina Miss India Contest and The Annual Filmfare Awards to viewers at home. Both the events are live and exclusive only on Sony Entertainment Television. Some of the more recent blockbuster events conceived, designed and developed exclusively for Sony Entertainment Television viewers include Eternal Asha - the Asha Bhonsale concert, which was telecast for the first time on TV on December 31, 2000. Sony Entertainment Television also created a special commemorative capsule for the 'Showman of the Millennium - Raj Kapoor' through a carefully created mix of original programming and films. Also, there was the "Dev Anand - The Evergreen maestro of Movies" film festival, which showcased the evergreen superstar's best films.



The channel also presented a festival showcasing Yash Chopra's best films. Sony Entertainment Television has always combined international expertise and Indian values to create world class programming, which is not just picture perfect, but also tugs at the heartstrings of viewers of over 29 million households in India. And now, with the hottest shows, and a brand new on-air look…we are just getting bigger and greater.



Having provided entertainment and value for its viewers and advertisers for more than six years now, the success of the channel is defined by the highly professional, qualified and dedicated management team motivated and focused to lead the channel from strength to strength.



Sony Entertainment Television - continuously developing the next generation of entertainment and building stronger bonds with the entire family. Sony Entertainment Television can be found on the World Wide Web at http://www.setindia.com

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