SET India

Being a network of entertainment channels, Sony Entertainment Television (SET) India believes that AIDS education can be entertaining. Sony TV is committed to embedding relevant HIV/AIDS messages into storylines of its most popular programs, such as the youth-based Indian Idol, the hospital-based Ayushmaan, and the detective thriller CID. Working with Heroes Project, these shows will introduce celebrities and elements of drama, to influence audiences. E.g. The Indian Idol's youth icons will alert other teens about the risks of HIV/AIDS.
SET India has also committed a substantial amount of free airtime for PSAs across its various properties.