''Sony Max is a channel for guys, just for guys,'' said Eddie Nelson, senior vice president for the Europe, Middle East and Africa (EMEA) region for Sony Pictures Television at the official launch earlier this evening of the new Sony Max channel.
Sony Max (DStv 126) will start to broadcast on 1 February at 21:00 on MultiChoice's pay TV platform. ''Our aim is for Sony Max to be full of the stuff that you will enjoy watching as a guy,'' said Eddie Nelson. ''Regarding distribution we're on both DStv Premium and DStv Compact on channel 126 from February 1. We will immediately be in 3 million homes to begin with and will then try to extend this channel to sub-Sahara Africa to markets such as Nigeria and Kenia.''
''Sony Max is really made for guys. It's a channel full of attitude. We're going to be exciting. Sony Max will target a male audience between 24 to 49 who likes gripping drama and entertainment but of course there is a secondary audience as well of women who love shows such as Takeshi's Castle which just transcends gender. Sony Max will have lots of shows that just great to watch, fun and entertaining.''
''How have we scheduled Sony Max? In a nice easy structure with a ''Man stuff'' slot from Tuesdays to Fridays starting at 21:00,'' explained Eddie Nelson.
Dramas on Sony Max include The District, Nash Bridges, Call me Fitz (double episodes) and The Shield. Reality includes CMLL Presents: Arena Mexico, Ninja Warrior, Unbeatable Banzaki and Takeshi's Castle. Comedies include Kenny vs Spenny, Kung Faux, Dudesons and Manswers. ''Regarding movies Sony Max will feature terrific movies from our own studios, plus we'll pad out the Sony Max schedule with other studios as well as independent's who have good nuggets,'' said Eddie Nelson.
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