Sony Entertainment Television Asia is expanding its bouquet of channels in India with the launch of PIX, a new Hollywood movies channel.

The channel۪s Business Head would report to SET COO, N P Singh. Industry sources inform that Sunder Aaron would be playing a key role in shaping PIX. Aaron has been associated with the Network for recent initiatives like The Man۪s World Show۪ on AXN.

The new channel is expected to go live in March/April and will be positioned as a premium English movie offering. The whole PIX development was put on the drawing board after Sony’s acquisition of Hollywood production house MGM. Consequently, the content would be sourced from the Sony Pictures library that includes titles from both Columbia and now MGM.

PIX will become India’s fifth Hollywood movie channel after HBO, STAR Movies, Hallmark and ZEE Studio.

Incidentally, Biz Asia revealed exclusively yesterday that Hollywood actor Will Smith will be attending the Sony associated film awards event Filmfare this weekend. We have now come to known that a full fledged film season will be dedicated to Will Smith on PIX. Movies to be showcased on the new channel are Independence Day, Hitch, Shark Tale, I, Robot and Wild, Wild West.

More on SET Pix later this week.