Sony Sports Network has launched Sony Sports Ten 4 Kannada, marking its entry into the Kannada-language sports broadcasting space and strengthening its regional strategy. The move follows the network’s earlier Tamil and Telugu launches, reinforcing its focus on language-led content distribution.
With this addition, the network’s portfolio now includes 11 sports channels across five languages-English, Hindi, Tamil, Telugu, and Kannada-allowing it to cater to a broader and more diverse audience base across India.
The Kannada channel will offer a mix of cricket and international sporting events. Key cricket properties include India’s bilateral tours of England, Sri Lanka, and New Zealand, along with tournaments like the Women’s Asia Cup T20 and the upcoming Asian Games 2026. Beyond cricket, viewers can also access premium sports content such as the UEFA Champions League, FA Cup, Indian Super League, and Ultimate Fighting Championship.
Rajesh Kaul, Chief Revenue Officer and Business Head for Sports and International at Sony Pictures Networks India, highlighted that the South market accounts for a significant share of television viewership, with Karnataka emerging as a high-potential sports market. He emphasised that regionalisation is now a strategic necessity, as audiences increasingly prefer content in their native languages.
The channel will be available across multiple distribution platforms, targeting both urban and rural audiences. This launch reflects Sony Sports Network’s continued push to deepen regional engagement while unlocking new viewership opportunities in India’s evolving sports media landscape.
