Sony Sports Network has announced the launch of Sony Sports Ten 4 Kannada, marking a strategic expansion into Karnataka and reinforcing its regional, language-led content approach. The move signals a continued focus on localisation as a driver of sports consumption and audience growth.
Building on the rollout of its Tamil and Telugu sports channels in 2025, the network is extending its regional footprint to Kannada-speaking audiences. The channel is positioned as a dedicated destination for sports content tailored to linguistic and cultural preferences, aligning with evolving consumption patterns across India’s diverse markets.
With this addition, Sony Sports Network now operates 11 sports channels across five languages — English, Hindi, Tamil, Telugu and Kannada. This expanded portfolio is designed to offer both scale and targeted engagement, enabling advertisers and partners to access segmented audiences through culturally relevant sports programming.
Sony Sports Ten 4 Kannada will feature a comprehensive sporting calendar anchored in marquee cricket properties. These include India’s tour of England, India’s tour of Sri Lanka and India’s tour of New Zealand, alongside the Women’s Asia Cup T20. The channel will also broadcast the Asian Games Aichi-Nagoya 2026, a multi-sport event spanning 41 disciplines such as cricket, hockey and kabaddi, further strengthening the network’s premium inventory.
Beyond cricket, the offering includes global and domestic sports properties such as the UEFA Champions League, FA Cup, Indian Super League (ISL) and UFC. All content will be presented with Kannada-language commentary and production, aimed at enhancing relatability and immersion for regional audiences.
The launch reflects a broader shift towards language-first content strategies in Indian broadcasting. By tailoring its content to regional audiences, Sony Sports Network is positioning itself to drive deeper viewer engagement while unlocking new advertising opportunities in regional markets.
Rajesh Kaul, chief revenue officer and business head, sports and international, Sony Pictures Networks India, said: “The South market is one of the most significant, accounting for about a third of the overall television viewership and Karnataka is among one of the most dynamic and high-potential sports markets in the country. As consumption increasingly shifts towards language-first experiences, regionalization is no longer an option but a strategic imperative. With Sony Sports Ten 4 Kannada, we are deepening our commitment to this market, bringing fans closer to the action through a more immersive, culturally relevant viewing experience. This launch not only expands our regional footprint but also strengthens our ability to unlock new audiences and deliver greater value to our partners across an action-packed sporting calendar.”
The channel will be available across major distribution platforms, ensuring access across both urban and rural Karnataka. This widespread availability is expected to enhance reach and improve advertiser value through broader audience aggregation.
The launch of Sony Sports Ten 4 Kannada underscores the growing importance of regionalisation in sports broadcasting, with language serving as a key lever for engagement, monetisation and long-term brand growth.
