MUMBAI: It looks like an all out war has broken out among UK's most prominent Asian TV channels for the viewership pie.

In a bid to increase market share, the three entertainment channels Sony Asia, B4U Movies and Zee Cinema have announced their decision to go free for a short while.

According to media reports, both Sony Entertainment Television Asia and B4U Movies are running one-month promotional campaign by offering free subscription to the non-subscribers . The offer, however, is open to Sky Digital subscribers only. The subscribers will need to call the network's subscription hotline to activate the freeview. 

Sony entertainment Television Asia can be viewed on EPG 802, B4U Movies on 800 and Zee Cinema on 810, inform the reports.

Zee Cinema will be totally free from 13 August to 15 August, say the reports. The channel is being offered free to all non-subscribers and there is no need to call anyone to activate the service.

In addition to one month free subscription on request, B4U Movies will be turning free-to-air from 26 August to 30 August to celebrate the completion of being on air in August end.

B4U broadcasts B4U Movies and B4U Music in the UK, while SET Asia broadcasts its flagship channel Sony.