Operated by Sony Pictures Entertainment Networks Asia, channel bows on PCCW's IPTV platform NOW TV.

Although carrying the same brand name as India's long-standing general entertainment channel, Hong Kong's English-language SET is more specialized and closer to the version that bowed last year in Singapore.

It will focus on fashion, lifestyle, reality, celebrity-driven variety shows and talk shows pitched as "a getaway from the hustle and bustle of pacy mobile lives."

Cornerstone skeins include drama series "Cashmere Mafia," starring Lucy Liu; fashion-makeover series, "Tim Gunn's Guide to Style"; lifestyle reality program "Top Design"; season two of cooking competition "Top Chef"; and celebrity-driven variety shows �"Spice Girls: Giving you Everything" and "Pussycat Dolls: The Search for the Next Doll."

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