Sony Entertainment Television Asia’s new films and concerts channel SET Max has today gone live officially on Sky Digital.

As revealed exclusively here, the channel was to go live this month. SET Max has been performing video tests off the Sky EPG for the past few days.

SET Max has proved immensely popular in India due to the broadcaster’s line-up of cricket and top movies. However, legal issues will refrain the channel to show certain cricket tournaments in the UK. Instead the channel will compete directly with ZEE Cinema and B4U Movies by screening blockbuster movies and live concerts round the clock.

Not confirmed but the channel is not expected to be bundled with the existing Sony Entertainment channel due to the channel’s long-term business relationship with B4U Movies. SET Max will initially broadcast free-to-air before being sold as a standalone channel. More details on this soon.

SET Max’s arrival in the UK has already created an impact in the industry with ZEE Cinema announcing its freeview broadcast in August. The ZEE movies channel will air free for all to view during the first part of next month.