Viewers of Asian movies and concerts channel SET Max have only this weekend to watch the channel for free before its encryption on Monday.

In a glittering press conference at its base in central London, Sony Entertainment Television Asia officials released full details of its second channel SET Max, which from now will be known as just “MAX”.

As exclusively revealed on Biz Asia last month, the channel confirmed its encryption date to us and after two months of free viewing, it is ready to begin charging subscription for MAX.

In making the announcement, Rajan Singh, Executive Vice President for International Business said, “After a very successful test transmission phase on digital satellite, we are very proud to offer the British Asian community a channel that has been at the forefront of television in the sub-continent. We believe that after establishing itself as the market leader in its genre in India and international territories, the channel is said to take the UK by storm. With MAX we look forward to bringing top class movies and events to our audience throughout the country.”

With the backing of Sony Pictures Entertainment (SPE) and a decade of experience with Sony Entertainment Television Asia (SET), MAX offers some of the biggest movies and events around. MAX will screen up to a staggering seven movies per day, it aims to hold up to its promise to viewers of bringing their passion alive – Deewana Bana De.

With an unrivalled edge on its own – on screen look, packaging and technical standards, MAX offers its viewers a completely new viewing experience – one where viewers can almost feel a part of the movie or event they’re watching.

MAX will be screening a handful of big Bollywood movies and events throughout the approaching festive season including mega hits such as Veer Zaara, Lagaan, Julie, Masti, Kaho Na Pyar Hai, Mohaabatein, Kaal, Dhoom, Kuch Kuch Hota Hai and many more.

Also in the press conference, it was revealed that next on the horizon will be the launch of SAB TV, the comedy channel from the SET stable. Sony has a majority stake in SAB TV and has been broadcasting its shows on Sony TV UK. MAX launched in India in 1999 and in Europe a few years later. The reason given to the delay launch of MAX in the UK was down to Sky Digital’s long waiting list of pending channels. The new SAB TV channel could also be on its way soon but again could take longer than anticipated due to the ongoing changes at Sky over their new EPG rollout and new channels.

MAX is available on Sky EPG channel 826 and can be purchased from Monday at ?7.99 by phoning 08700 505 045. Full details on MAX’s new UK website: www.maxasia.tv