Movie Channels
Sony MAX celebrates 20th anniversary
MUMBAI: Sony MAX, India’s leading premium Hindi movie channel from Sony Pictures Networks India (SPN) is celebrating 20 years of its glorious broadcasting journey in India this October. Having pioneered the trend to showcase the best of Indian cinema, Sony MAX, over the years, has continued to grow from screening some of the best sporting and entertainment properties and iconic movies that have touched a million hearts. Since its inception in 1999, Sony MAX has been enthralling movie lovers that has seen the channel emerge as the undisputed leader for more than 150 weeks now.
For two decades innovation has been at the core of Sony MAX’s undisputed leadership. Apart from bringing popular and beloved Bollywood titles, Sony MAX has been a pioneer in bringing South dubbed Indian cult films to our homes including the uber-successful Bahubali series, blockbuster movies of the year – KGF, Kanchana 3, Yevadu and many more. Understanding the needs of a rapidly evolving audience and the environment Sony MAX also launched ‘Filmykaant’ – which is credited as television world’s first-ever artificial intelligence (AI) Chat Bot in India to create meaningful conversations with the audience by embracing new technologies. Fans simply had to log on to the Sony MAX Facebook messenger and chat with Filmykaant, to find answers to trivia from the world of Hindi Cinema.
Sony MAX is also credited with pioneering surround-sound content to engage viewers in the form of Extraaa Shots which showcased little-known anecdotes about popular films and well-loved movie stars with behind the scenes content. The channel also reimagined entertainment with short-format segments and shows such as Bittu Bak Bak and MAX Fully Deewaney. Taking this creative thought forward Sony MAX also introduced innovations such as comedy fillers with memorable characters such as Producer Champaklal and Dr Pran Lele to give audiences enough reason to have a hearty laugh in between super-hit movies.
Along with being the go-to place for cinema, Sony MAX also earned its stripes by showcasing the biggest sporting events India has ever seen including the ICC Cricket World Cups and 10 seasons of the cricketing phenomenon that changed India’s sporting landscape forever – Indian Premier League. Sony MAX transformed the way sporting content was consumed with various innovations including the memorable and popular, Extraaa Innings T20, which made the league much more than a cricketing tournament, turning it into a passion and obsession amongst cricket fans as well as those who didn’t watch cricket!
Sony SAB, PAL and Sony MAX movie cluster business head Neeraj Vyas said, “We are extremely proud today as Sony MAX completes 20 glorious years on Indian television. The television industry, the viewership patterns as well as the audience has changed drastically in the past 20 years. But Sony MAX has thrived and retained its crown despite this changing landscape. We have consistently added value to the lives of our viewers by providing them the best of film entertainment and carefully curated content. From iconic films to the latest hits, Sony MAX offers a wide bouquet of content suited for every member of the family.”
Sony SAB, PAL and Sony MAX movie cluster head – marketing & communication Vaishali Sharma said, “The campaign ‘Ye Hai Desh Ki Deewangi’ that we had launched earlier this year captures every Bollywood cinephiles’ emotion wholesomely and celebrates our glorious 2 decades. We are extremely grateful that cinema has been the language of the masses and we are here to deliver the same. This celebration is not only for Sony MAX but also for movie enthusiasts everywhere and we will continue to grow the fandom by giving everyone a bite of Indian cinema’s best work. ”
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
