Sony Entertainment Television, commonly known as Sony TV or SET, is one of India’s most popular urban Hindi-language based general entertainment channel. Based in Mumbai, Maharashtra, it is owned by Multi Screen Media Pvt. Ltd. (MSM, formerly SET India Private Limited), a subsidiary of Sony Pictures Entertainment since 1995. MSM's family of channels in India includes SAB TV, SET Max, SET PIX, AXN and Animax, distributed by MSM Discovery Private Limited (a distribution joint venture between MSM and Discovery Communications India). The international feed of SET, branded Sony Entertainment Television Asia, is visible to 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 Boogie Woogie; C.I.D.; Entertainment Ke Liye Kuch Bhi Karega; Indian Idol; an adaptation of the worldwide Pop Idol (American Idol); Jassi Jaissi Koi Nahin (There Is No One Like Jassi), an adaptation of the Colombian telenovela Betty la fea(Ugly Betty); Fame Gurukul, a mixture of Indian Idol and Bigg Boss; Jhalak Dikhhla Jaa; 10 Ka Dum, the Indian adoption of popular game show Power of 10; and Aahat (a Horror Show).
Today, SET faces stiff competition from other players in the market, especially STAR Plus, Zee TV and Colors.
In July 2010 Sony Entertainment announced that it has bought the copyrights of Kaun Banega Crorepati (Indian version of Who wants to be a millionaire) from STAR Plus and will be airing KBC 4 with its original host Amitabh Bachchan. KBC 1 & 2 were hosted by Amitabh Bachchan and KBC 3 was hosted by Shahrukh Khan on STAR Plus.
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