SET Max which is one of the most popular channels of Sony entertainment Channel was launched in October 1999 with a joint venture between SET India Private Limited and Discovery Communications India. Popularly known for its wide range movie library this channel has attracted a huge audience with the live telecast of Indian Premium League (IPL) Matches. As such, the channel which began as a new faction of Sony Entertainment channel has now divided its programme schedule between the most popular, latest and hit movies and the most attractive IPL matches. With its most popular programmes like Maha Movie, Mera Movie, Ab Tak Bachchan and Sunday Housefull, the channel entertains millions of people with the latest movies which can be watched by all at home. Along with its new venture to telecast the IPL matches this channel has attracted largest number of advertisers with highest charges for each commercials. As such the channel since 2002 has presented itself with the latest entertainment packages.

SET Max has always been adopting new, innovative strategies to keep its viewers intact and be on the number one position as always. Since 2002 and 2003 its main attraction has been The Cricket matches which has been telecasted in the channel. Set max gained legal right to be the official channel to telecast Indian cricket from all over the world. This received huge response with the live telecast of ICC cricket in 2002 and 2003 to begin with and increased to the maximum with the IPL matches from 2008. SET Max during the forth session of IPL Matches has gained a huge profit by selling ad slots at the rate of 50,000 per 10 seconds; a premium which is five times compared to the regular days. Even during its cricket sessions the channel received good response for the programme Extraaa Innings. Extra Innings has helped increase the ratings of the channel, as the programme attempted to widen the viewer ship of the game to include segments, which are unaware of the nature or rules of the game. Apart from Extraaa Innings, SET Max has fixed up an array of related lighter programmes for the viewers such as Cricket Cuisine, Cricket Funda along with daily polls and contests.

SET Max along with this introduced a number of innovations in the field of telecasting movies. It has been the first channel to telecast some of the latest and super starter movies within the four most popular movie slots. Behind its movie slots brings some of the popular shows like Curent Bollywoods which is hosted by Shweta Kwatra. Along with this, SET Max brings to your living room, legends of Bollywood, including Amitabh Bachchan, the remarkable line-up of artists, including production and entertainment bhangra group RDB (Rhythm Dhol Bass), hit Punjabi singer Juggy D and R&B sensation Veronica from the UK who began their set with the super hit `Hum Tum` driving the capacity crowd into a frenzy. From romances, to comedies to drama, some of the best movies ever made can be seen only on SET Max.

SET Max also introduced some more popular shows some of which were cricket oriented. The notable among them are `Deewana bana de` platform bringing out the `deewanapan` or craziness among movie buffs- the Kapil Dev and `gali` cricket ad in 2002, the `Devta` ad in 2003 and the second part of the `gali` cricket series in 2004. Max is about inculcating the fanaticism of movies in real-life situations. SET Max had also launched its `Sabse Bada Deewana` contest, which aired on the channel in a reality show format. As per this contest, SET Max chose the craziest movie buff from across the country through auditions across Lucknow, Jaipur, Bhopal, Surat, Kolkata and Mumbai. The six `deewanas` chosen from each of these cities were then eliminated by viewer votes till the Sabse Bada Deewana was chosen.

Thus Set Max with its HD technology has been able to reach almost all the households of the major cities in India. Though in some places it is not received which needs to be associated with the local cable operators. Overall as one of the most popular Indian Entertainment channels it has been successful in highlighting the real spirits of India both through Cricket as well as Bollywood Movies.