SONY MAX 2 CELEBRATES THE MAGIC OF EVERGREEN INDIAN FILMS
‘Kuonki Kuch Filmon Ka Jaadu Kabhi Kam Nahin Hota’
Mumbai, 10th Sept, 2014: MAX 2, the second Hindi movie channel launched from the stable of India’s leading television network, Multi Screen Media (MSM), brings alive the magic of great Indian cinema through showcasing iconic films that have an eternal appeal. With a differentiated brand positioning of ‘Jab dekho tab naya’, the channel brings evergreen films to its viewers that are fresh and enjoyable to watch.
With a rich selection of plots, dialogues, characters and music, the channel hand picks films for its viewers that will never cease to delight. Moreover, MAX 2 seeks to establish an emotional connect with viewers through an appreciation & understanding of great Indian cinema. The objective of the channel is to not only cater to the needs of millions of Indian audiences who appreciate rich Indian cinema but also to inspire newer audiences to recognize and admire what went into creating such magnificent cinema.
On the programming front, a fresh spin has been given to the movie wrap around programming called ‘TAKE 2’. Detailed research has been put into gather authentic and never heard before movie trivia to make it relevant and appealing across generations. This short format programming will also draw a parallel between these iconic films and current consumer trends to make it appealing to the younger movie audience. ‘SITAARE’, another short format interstitial will be presented as mini biographies. Featuring superstars of Indian Cinema these interstitial will take the viewers through an unseen, unknown and magical journey of their life. These will be presented in motion comic’s style making it contemporary, unique, visually appealing and relatable to the current generation of movie lovers.
Mr. Neeraj Vyas, EVP & Business Head, SONY MAX said, “MAX 2 has been conceptualized as a contemporary place for great Indian cinema. We believe no matter what day and age, great stories, legends and music has eternal appeal. MAX 2 attempts to give that due pedestal to great Indian cinema”.
Sony Pictures Television (SPT) backs Multi Screen Media Private Limited, which is India's leading television network. It comprises of Sony Entertainment Television (SET), one of India's leading Hindi general entertainment television channels; MAX, India's premium Hindi movies and special events channel; SAB, a family comedy entertainment channel; PIX, the English movie channel; MIX a refreshing Hindi music channel ,SIX, India's Premier Sports Entertainment Channel and Sony LIV - the Digital Entertainment Channel . Multi-Screen Media's channels are available across the Globe and influence over 700 million viewers in the Indian sub-continent, and the South Asian Diaspora worldwide.
The One Alliance - a joint venture between Multi Screen Media Pvt. Ltd. and Discovery Communications India is the distribution arm. Channels in the One Alliance network include Sony, Sony HD, MAX, SAB, MIX, PIX, SIX, SIX HD, AXN, Animax, Aath, Discovery Channel, Discovery Channel Tamil, Animal Planet, TLC, Discovery Science, Discovery Turbo, Discovery Kids and Discovery HD World, it also distributes the leading News network in the country - the TV Today Network channels - Headlines Today, Aaj Tak and Tez ,the premium Sports Channels - Neo Prime & Neo Sports and the Times Group Network channels - TIMES NOW, MOVIES NOW, ET NOW and Zoom.