Sony Sports Network has announced the launch of two new regional channels — Sony Sports Ten 4 Tamil and Sony Sports Ten 4 Telugu — aimed at delivering sports content exclusively in Tamil and Telugu, which will go live from July 10, 2025. This strategic move aims to streamline the network’s offerings and create a more distinct, language-specific destination for its viewers across India.
Additionally, the network plans a rebrand of its existing Hindi sports feeds: Sony Sports Ten 3 (SD) will become Sony Sports Ten 3 Hindi, and Sony Sports Ten 3 (HD) will be renamed Sony Sports Ten 3 Hindi HD, reinforcing its focus on Hindi-speaking audiences.
With this strategic realignment, Sony Sports Network aims to enhance viewer clarity and improve regional accessibility. By introducing dedicated channels for Tamil, Telugu, and Hindi-speaking audiences, the network seeks to make sports viewing more personal, localised, and emotionally engaging.
Sony Pictures Networks India chief revenue officer Distribution & International Business and head Sports Business, Rajesh Kaul, said: “The launch of Sony Sports Ten 4 Tamil and Sony Sports Ten 4 Telugu is our endeavour to provide localized content on dedicated Tamil and Telugu sports channels that make it easier than ever for fans to enjoy their favourite sporting moments in the language of their choice. This launch is about creating a seamless viewing experience and building a stronger emotional connection with our audiences in the regional markets. We aim to bring premium sports content closer to home and deliver the joy of live sports in a way that feels personal and relevant.”
The development comes alongside a packed sports calendar featuring major events such as the ongoing India tour of England, the Asia Cup, the Ultimate Fighting Championship (UFC), and the UEFA Champions League, among others. Sony Sports Network is set to offer an even more immersive and inclusive viewing experience.
