Sony Entertainment Television's maiden portal venture appears to have run into rough weather. The three way JV between Sony Entertainment Television (SET), youth site Freshlimesoda and Ahmedabad-based technology provider Applitech seems to be under review.
This three way JV was announced last year. While SET was to provide the marketing inputs for the venture, Applitech was the technology provider and Freshlimsoda was to handle the content. Sony TV holds 33 per cent in this venture. SET was to expand content and also provide infrastructure in terms of marketing, sales and creating synergy across various platforms.