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32
Sony Pictures Entertainment’s television operations in India
India has one of the largest and most dynamic television audi-
ences in the world reaching more than 124 million households
in the country and generating nearly U.S. $6 billion in revenue
a year. Indian television has boomed since 2004 with yearly
double-digit growth in distribution, content and advertising.*
　Sony Pictures Entertainment entered the Indian television
market in 1995 with the launch of Sony Entertainment Televi-
sion (SET). The general entertainment Hindi-language channel
quickly became a success and has remained one of the top-
rated channels for more than 15 years with hit shows like
Who Wants to Be a Millionaire (Kaun Banega Crorepati) and
Indian Idol.
　The company added to its portfolio of channel brands with
the launch of AXN (1998), SET MAX (MAX) (1999), Animax
(2004), SAB (2005) and SET PIX (2006). All of Sony Pictures’
channels in India are owned, operated or distributed through
a joint venture, Multi Screen Media Private Limited (MSM).
As the official home in India for the Indian Premier League’s
(IPL) renowned Twenty20 cricket competition, MAX typically
rates in the top five of the country’s channels. At the start of
the IPL’s fourth season in April 2011, over 154 million viewers
tuned in to MAX.
AXN is a leading English-language general entertainment
channel commanding a more than 50% share of this audi-
ence across all demographics as compared to its competi-
tors in this category.
Contributing to the further evolution of India’s entertainment industry through the
newly established Media Technology Centre
To encourage the proliferation of HD and 3D film production,
in March 2011 Sony inaugurated Sony Media Technology
Centre in Mumbai, India—which joins similar facilities estab-
lished in the United States and the United Kingdom—at the
Mumbai campus of film school Whistling Woods International.
Within the Centre, Sony has installed cutting-edge Sony
equipment to create content, such as video cameras and
equipment for editing, for use in training in the areas of digital
HD movie production and 3D content creation not only for
the school’s aspiring filmmakers, but also for industry profes-
sionals. By extending advanced technologies and products,
as well as its training expertise, Sony hopes to contribute to
the further growth and development of India’s entertainment
industry.
©MSM Satellite (Singapore) Pte. Ltd. All Rights Reserved.
* “Indian Entertainment and Media Outlook 2009,” PricewaterhouseCoopers,
June 29, 2010.