MAX, India's premium Movies and Special Events channel, backed by Sony Pictures Television International (SPTI). 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.

Launched in 1999, MAX is today the fastest growing channel in its category, reaching out to over 32 million people in India. MAX has registered tremendous growth in viewership and market share in the Indian Cable & Satellite Television market, not only with record ratings during all the ICC Cricket tournaments in 2002 and 2003, but also as the leading channel among Hindi movie channels in India in Prime Time for a major part of 2003.

Most of MAX's key innovations in the field of Cricket and Movie broadcasting, such as Extraaa Innings and Extraaa Shots repsectively, have been emulated by other channels in the genres.

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