Sony MAX, India’s leading premiere Hindi Movie Channel, backed by Sony Pictures Television International (SPTI), provides its viewers with the biggest and best of Hindi Movies and Special Events. Some of the on-air movie properties of Sony MAX, such as 'Sunday Housefull', 'Ab Tak Bachchan' and 'Maha Movie' have become a Favorite staple diet of millions of viewers in India. Launched in 1999, Sony MAX is today the fastest growing movie channel, reaching out to over 45 million households in India. With Extraaa Innings, Sony 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. Sony MAX now also boasts of the much talked about DLP IPL feather to its hat. Thanks to pioneering concepts like Extraaa Innings & Extraaa Shots, combined with its innovative Programming and Marketing initiatives, Sony MAX has been widely acclaimed & recognized in the media marketplace with several top awards.