Ever thought of watchingaBollywood style comic filler or a short movie spoof between movie breaks instead of a regular soap or a toothpaste advertisement? India’s premier Hindi Movies channel, Sony MAX makes your wishes come true. With its tagline of ‘DeewanaBana De’, the channel takes an initiative to provide its viewers an entertainment overload.

Some of the on-air movie properties of MAX, such as ‘Sunday Housefull’, ‘AbTakBachchan’ and ‘Maha Movie’ have become a favourite staple diet of millions of viewers in India. Launched in 1999, MAX is today the fastest growing movie channel, reaching out to over 45 million households in India.

With Extraaa Innings, MAX changed the rules of cricket presentation in India during the ICC Cricket World Cup 2003, and made it an entertaining affair that set viewership records. MAX now also boasts of the much talked about DLP IPL feather to its hat.

Thanks to pioneering concepts like Extraaa Innings and Extraaa Shots, combined with its innovative Programming and Marketing initiatives, MAX has been widely acclaimed and recognized in the media marketplace with several top awards.

MAX is part of the bouquet of channels distributed by the ‘TheOneAlliance’, which is a joint venture between SET India Pvt Ltd and Discovery Communications India. Other channels in TheOneAlliance network include MAX, Discovery, Discovery Travel and Living, MTV, SAB, PIX, AXN, NDTV India, NDTV 24×7, NDTV Profit, Nick, VH1, Animal Planet, AniMAX, AajTak, Headlines today and Tez.

Recently, Sony Max did a promotion on the 20th anniversary of DilwaleDulhania Le Jayenge, the movie that made the current King of Bollywood – Shah Rukh Khan or known as SRK, who is at moment possibly the most popular actor in the world not just of Bollywood.