Sony Entertainment Television (India)

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Sony Entertainment Television

Launched	1995
Owned by	Sony Pictures Entertainment
Country	India
Sister channel(s)	SAB SET Max PIX
Website	http://www.setindia.com

Sony Entertainment Television (India), popularly known as Sony TV or SET, is one of India’s popular Hindi-language based general entertainment broadcasters. Based in Mumbai, it is a venture promoted by Sony Pictures Entertainment since 1995. SET's family of channels in India includes SAB, SET Max, PIX, AXN and Animax, distributed by SET Discovery (a distribution joint venture between SET and Discovery Communications India). The international feed of Sony Entertainment Television, branded Sony Entertainment Television Asia, is popular among viewers outside of India.

SET's programming is targeted towards family audiences. The programming covers genres including drama, reality, comedy, horror, Bollywood, and live events. Some of its most successful programmes to date include Indian Idol, an adaptation of the worldwide Pop Idol format owned by FremantleMedia, and Jassi Jaissi Koi Nahin ("There is no one like Jassi"), an adaptation of the Colombian telenovela Betty la fea.

Today, SET continues to face stiff competition from other key players in the market, especially STAR Plus and Zee TV. In an attempt to lure audiences with reality shows, the channel recently aired Bigg Boss, the Indian adaption of Big Brother, and Jhalak Dikhhla Jaa, the Indian adaptation of Dancing with the Stars. Headed by creative director Sandiip Sikcand, the channel aims to regain its lost ground in the Hindi general entertainment space with the launch of new dramas and shows. In March 2007, SET launched a new soap named Virrudh, produced by popular theatre and television actress Smriti Irani.