ony Entertainment Television (SET) has added a little twist to the popular concept of ringtone downloads. The media house has launched a unique SMS service, SingTone, that provides viewers with the opportunity to download their favourite numbers while watching films on MAX, the movies and special events channel from SET.

The first offer from MAX was a popular song from the Hrishikesh Mukherji flick Khubsoorat. Now, besides songs from new films, it has on offer an entire bouquet of old Hindi movie songs, which are not easily available otherwise. Says NP Singh, chief operating officer, SET, and business head, MAX, "MAX is the only channel in its genre to introduce this form of interactivity on a consistent basis." ... more