Sony Entertainment Television (SET) is eyeing a grand entry into Bollywood after executives made a fact-finding mission to India last week.

Sony executives led by Michael Grindon, chairman of Sony Television International, are now evaluating an entry into movie production as part of an expansion in exhibition and TV channels across the sub-continent. Sony is reported to have begun initial negotiations with leading local production houses.

"[We are] looking to produce more programmes, build more content, build new delivery systems," Grindon told reporters.

The move comes as Sony is planning to launch three more new channels in India on top of its existing three. Sony is also reportedly actively considering direct to home (DTH) broadcasting.