Sony soft launches MAX2 in India

Sony Entertainment Television Asia’s parent company, Multi Screen Media has softly launched new movies and events channel, Sony MAX2 in India.

Sony MAX2 is currently under tests and is expected to launch within the next couple of weeks. A teaser campaign for the new channel goes live on its sister channels, Sony MAX, Sony Six and flagship channel Sony TV today during the Indian Premier League.

Sony MAX2 is being positioned as a “contemporary cinema” channel and will be targeted to a slightly older audience skewed towards men. It will broadcast a range of new and old films, with more action flicks. Sony MAX2’s tagline is ��Jab Dekho Tab Naya�۪ (New, whenever you watch).

Sony MAX2 follows in the footsteps of ZEE Network and Star TV who both already have two movie channels under their umbrella.