NEW YORK: Sony Entertainment Television Asia (SET Asia) has launched with Dutch cable television platform, Casema, following the signing of a distribution deal, with MAX launching on Jan 29, it was announced by Rajan Singh, EVP International Business, SET Asia.

SET Asia is the international feed for Sony Entertainment Television (SET), India's leading cable and satellite television channel. MAX is SET's Bollywood movies and events channel. Singh commented, "Extending our cable distribution through Casema has been a very important piece of the puzzle to develop the channel in Europe.

Our research has demonstrated that there is a huge South Asian community in The Netherlands, particularly of Surinamese origin. Now, even more South Asians in The Netherlands will be able to enjoy the quality entertainment Sony Entertainment Television Asia and MAX is already renowned for."

"We are very glad to have Set Asia and MAX in our Hindi package", says product manager Wiepke de Jong. "With these quality channels we expect the Hindi package to be even more successful. SET Asia was launched on January 9th, 2008 in the Hindi package of Casema, with MAX launched on January 29th, 2008.

The channel will be replacing B4U Movies in the package". This will increase SET Asia's coverage across the Netherlands which already includes cable platforms UPC, @Home, Multikabel, CAIW and Stitching.