Sony Entertainment Television was launched in the Indian sub-continent and the Middle East in October 1995. The channel is a joint partnership between Sony Pictures Entertainment and Argos Communications Enterprises, a Singapore based entertainment company specialising in South Asian program production and media services.Since its launch Sony Entertainment Television has clearly emerged as the only true competitor to the other major television channels available in the sub-continent with research demonstrating that it attracts upscale, young adult viewers with families. The channel has consistently attained number 1 slot audience ratings for a variety of its regular and special programs.