Sony MAX Uses Aamir Khan Productions Milestone to Build Event Television Around Library Content

Sony MAX is marking 25 years of Aamir Khan Productions with a dedicated programming event on June 28, built around a curated lineup of films from the studio’s catalogue. The marathon includes Lagaan, Taare Zameen Par, Secret Superstar and Sitaare Zameen Par, alongside an exclusive channel brand film, Match Made in Heaven, featuring Aamir Khan. Creating fresh audience for nostalgia The initiative celebrates the production house’s 25-year journey while leveraging some of Hindi cinema’s most enduring titles for a themed television event. For Sony MAX, the move is less about nostalgia and more about creating appointment viewing in an increasingly fragmented entertainment market. By packaging a production house’s legacy into a single-day event, the network is turning catalogue content into a fresh programming proposition. The strategic read The bigger signal here is how broadcasters are extracting new value from established intellectual property. As streaming platforms compete aggressively for attention, television networks are increasingly relying on curated experiences, franchise anniversaries and cultural milestones to differentiate linear viewing. For advertisers, such programming offers a safer environment than betting on untested content. Familiar titles come with proven audience affinity, while event-based scheduling creates concentrated reach opportunities across demographics. The strategy also highlights a broader trend: media owners are no longer selling individual films or shows. They are packaging cultural memory itself as a media product. Our insight In a market obsessed with the next release, Sony MAX is demonstrating that the most efficient media asset may still be a well-known story presented in a new context. Legacy content is increasingly becoming a growth strategy, not just an archive.