SONY SPORTS NETWORK has strengthened its regional sports broadcasting strategy with the launch of Sony Sports Ten 4 Kannada, marking its entry into the Kannada-language sports market and targeting one of India’s most passionate sports audiences.
The move is part of a broader push by the network to deepen language-led engagement and expand its footprint across regional markets. The newly launched channel is designed as a dedicated destination for Kannada-speaking audiences, enabling fans to consume live sports content in their preferred language.
Karnataka, home to a large and sports-engaged population, driven by properties like the IPL and international cricket, has been identified as a key growth market for broadcasters. The launch follows Sony Sports’ earlier expansion into Tamil and Telugu markets in 2025, signalling a sustained regionalisation strategy.
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.”
With the addition of the Kannada channel, Sony Sports Network now operates 11 sports channels across five languages: English, Hindi, Tamil, Telugu and Kannada. This positions the network as one of India’s most comprehensive multi-language sports broadcasters, competing in an environment where regional feeds are increasingly critical to audience growth. The expanded bouquet is designed to deliver both scale and depth, enabling fans to experience marquee sporting action with greater cultural relevance and accessibility, a media release said.
The Kannada channel will carry a wide portfolio of sports content, including international cricket and marquee bilateral series, global sporting properties such as football and combat sports, coverage of major multi-sport events, including the Asian Games 2026.
The channel will offer a power-packed sporting calendar, headlined by key India bilateral series including the India’s tour of England, India’s tour of Sri Lanka and India’s tour of New Zealand, along with the Women’s Asia Cup T20. In addition, viewers can look forward to one of the biggest multi-sport events in the world, the Asian Games Aichi-Nagoya 2026, featuring 41 disciplines including cricket, hockey and kabaddi, further amplifying the network’s premium sports portfolio.
Beyond cricket, Sony Sports Ten 4 Kannada will bring a compelling mix of global and domestic sporting properties, including the UEFA Champions League, FA Cup, Indian Super League (ISL) and UFC, all delivered with immersive Kannada-language presentation and commentary, the release added.
