Max goes that extraaa mile; to launch 'SingTone'

MUMBAI: Max surely 'Deewaana Bana De'! Sony Entertainment Television (SET) India's movies and special events channel has always gone the whole hog to give its viewers a complete movie watching experience be it with Extraaa Innings, Extraaa Shots or the movies with just one break. Now the latest from Max' kitty is SingTone, which will be launched on 4 December.


An innovation, which could be music to the ears of ring tone addicts, SingTone is an interactive SMS service that will enable its viewers to download ring tones of Hindi movie songs.

SET India CFO and Max business head NP Singh says, "SingTone is yet another innovation from Max and is aimed at delivering on the channel's promise of 'Deewaana Bana De'. The facility to download a tune of a song while you watch it is close to absolute interactivity and I am confident that SingTone will prove popular and help us reinforce our position as a channel that truly believes in consistently surprising and delighting its viewers."


This service has been developed by Max in association with Mobile2win, who in turn developed it with Sound Buzz, which is the biggest ring tone provider in the market. A unique thing about this service is that, SingTone will enable viewers to download old Hindi movie songs, which are not usually available.

Now coming to the name - SingTone. Commenting on the rationale behind selecting the brand name SingTone for the download service, Max vice president marketing and communications Tushar Shah says, "Traditionally, Hindi movies have placed a lot of importance on catchy, hummable music, which are played and sung by millions of Indians even after the movie has gone. Therefore Max's new value addition of providing movie songs download onto mobile phones taps the musical side of the Indian consumer. The name SingTone, therefore, is a musical attitude for the Indian television viewer."


Select songs of the movies that will be aired on Max in the morning, afternoon and prime time band, will be available on SingTone. Viewers can download these tunes by sending "RT Song code" as an SMS to 2525. The SingTone menu will also be available to mobile users wherein they can send an SMS 'RT' to 2525.

The experience of watching a movie on television is the same, whether it is one channel or another, and to give the viewers a unique experience at the same time create a bond with them while they are watching the movie is why, Max initiated SingTone. Also not to forget the 'Deewaana Bana De' proposition of the channel.

The service will be available with all major service providers across the country and the price of the SingTone will differ from one service provider to the other as each operator will decide their own cost.

Sampling of the SingTones along with the instructions will also be available on, where two sections with the Top 5 SingTones and the Max Top 5 SingTones will be available.

Unlike all their previous initiatives, which have been backed by an extensive outdoor campaign; this time Max is not looking at the outdoor medium. Instead, the SingTone ads will be aired across the One Alliance platform on channels like Sony, Discovery and AXN.

With all the innovations and initiatives that Max has undertaken, it sure knows how to sing its tune and strike a chord with the viewers!

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