In a bold move that redefines how audiences experience new movies, Sony MAX is set to premiere “Saale Aashiq” directly on television on February 1, 2025, at 8:00 PM. This initiative marks a paradigm shift in the movie industry, offering viewers exclusive, high-quality content without the need for a theatrical release. Following the success of their supernatural thriller “Adbhut”, Sony MAX continues to innovate, catering to evolving viewer preferences and reviving the tradition of family TV nights.

Set in a small town in Madhya Pradesh, “Saale Aashiq” tells the heartwarming yet challenging love story of Shatru (played by Tahir Raj Bhasin) and Gudia (played by Mithila Palkar). The film explores their journey as they overcome obstacles to stay together, blending romance, drama, and emotion. The star-studded cast also includes veteran actors Chunky Pandey and Darshan Jariwala, adding depth and charm to the narrative.

Sony MAX’s direct-to-TV release strategy is a consumer-first approach designed to maximize audience engagement. By premiering “Saale Aashiq” on linear television, the channel taps into its unmatched reach and viewership potential, ensuring that families can enjoy a shared cinematic experience from the comfort of their homes. This initiative not only caters to the growing demand for fresh content but also bridges the gap between traditional TV viewing and modern entertainment preferences.

Makarand Palekar, EVP, Head – Distribution Sales, Marketing, and Operations at Sony Pictures Networks India (SPNI), emphasized the strategic importance of this initiative. “Direct-to-TV releases leverage the broad reach of linear television to maximize audience engagement while catering to evolving content consumption trends. This approach strengthens distribution, ensures wider accessibility, and drives viewership growth. Sony Pictures Networks India remains committed to innovative distribution initiatives that enhance content reach and impact.”

In an era dominated by streaming platforms and on-demand content, Sony MAX’s direct-to-TV release of “Saale Aashiq” aims to reignite the tradition of families gathering around the television at a set time to enjoy a shared experience. This move not only appeals to older audiences who cherish the nostalgia of scheduled programming but also captures the attention of younger viewers seeking fresh and engaging content.

With “Saale Aashiq”, Sony MAX is setting a new standard for movie premieres, proving that high-impact content can thrive outside the traditional theatrical model. By delivering exclusive, compelling stories directly to TV, the channel is redefining how movies are consumed and enjoyed, making it a win-win for both viewers and the entertainment industry.

Mark your calendars for February 1, 2025, at 8:00 PM, and tune in to Sony MAX for the exclusive premiere of “Saale Aashiq”. Whether you’re a fan of romance, drama, or simply great storytelling, this direct-to-TV release promises to be an unforgettable cinematic experience.

Key Highlights:

• Sony MAX premieres “Saale Aashiq” directly on TV on February 1, 2025, redefining movie releases.
• The film stars Tahir Raj Bhasin, Mithila Palkar, Chunky Pandey, and Darshan Jariwala in a captivating love story set in Madhya Pradesh.
• The direct-to-TV initiative aims to maximize audience engagement and revive the tradition of family TV nights.
• Sony MAX’s strategy reflects a commitment to innovative distribution and catering to evolving viewer preferences.