Sony Entertainment Television (SET) Network aims to position its second channel, Max, among the top five television channels over the next 12-18 months. This is in line with SET's intention of restoring its main Sony channel to the number one position.
A combination of slick packaging and aggressive content acquisition featuring both cricket and Bollywood films is the current strategy by the channel. Ever since the changes were effected, it has improved Max's ratings during the non-prime hours. The channel is expected to break even in 2003.
According to channel sources, Max was able to increase its earnings through this route. Reflecting the under declaration of cable connections by operators and thereby the Indian market's excessive tilt towards advertising, pay revenues contribute just 7-8 per cent of SET's total revenues.
The work of improving Max's packaging and devising its new look was carried out by Belief, a US-based company.
Source: Business Line