MAX, India's premium Movies and Special Events channel, backed by Sony Pictures Television International (SPTI), provides its viewers with the biggest and best of Hindi Movies and Events including the best limited overs ICC Cricket tournaments all the way till 2007 ending with the ICC Cricket World Cup 2007. With Extraaa Innings, MAX changed the rules of cricket presentation in India during the ICC Cricket World Cup 2003, and made it an entertaining affair that set viewership records. Thanks to pioneering concepts like Extraaa Innings and Extraaa Shots, combined with its innovative Programming and Marketing initiatives, MAX has been widely acclaimed and recognized in the media marketplace with several top awards.

Launched in 1999, MAX is today the fastest growing channel in its category, reaching out to over 32 million people in India. MAX has registered tremendous growth in viewership and market share in the Indian Cable & Satellite Television market, not only with record ratings during all the ICC Cricket tournaments in 2002 and 2003, but also as the leading channel among Hindi movie channels in India in Prime Time for a major part of 2003. Most of MAX's key innovations in the field of Cricket and Movie broadcasting, such as Extraaa Innings and Extraaa Shots repsectively, have been emulated by other channels in the genres.

MAX is part of the bouquet of channels distributed by the TheOneAlliance, which is a joint venture between SET India Pvt Ltd and Discovery Communications India.

MAX - Deewana Bana De!

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