Sony Entertainment Television Asia is expanding its portfolio of channels by foraying into its first Hindi music channel, Sony Mix.

The channel is planning to launch on Thursday 1st September in India. Its programming core will be purely music unlike rival channels MTV and Channel [V], which have repositioned as youth channels with very little music shows.

“We have got the government approval and will be launching Sony Mix very soon,” says Multi Screen Media Chief Operating Officer NP Singh, while declining to reveal the exact date of launch.

Its already been widely reported that Multi Screen Media (Sony TV) will be acquiring the regional network, ETV. The valuation is broadly settled but due diligence is on, it is reliably learnt.

“Though Network18 Group had shown interest, Sony is more aggressive as it has the other parts of the entertainment chain in place. The revenue success of the IPL has given the company an enormous confidence to invest and expand in India. Network18 Group still has to work on the other pieces such as a Hindi movie channel. But for a deal of such size, nothing can be final till it is signed,” a source familiar with the development told IndianTelevision.