Sports
Sony Sports launches Kannada channel to expand Karnataka reach
Network sharpens regional push with new Kannada offering, stacking cricket, global sports, and the Asian Games 2026
Mumbai: Sony Sports Network has stepped harder on the regional accelerator, launching Sony Sports Ten 4 Kannada as it targets Karnataka’s sizeable and sports-hungry audience.
The move marks a deeper foray into language-led broadcasting, with the network betting that fans increasingly want sport in their own tongue—not merely subtitled, but culturally tuned. The Kannada channel follows closely on the heels of its Tamil and Telugu launches in 2025, signalling a clear strategy: go local, scale fast.
With this addition, Sony Sports Network’s portfolio swells to 11 sports channels spanning five languages—English, Hindi, Tamil, Telugu and Kannada—cementing its pitch as one of India’s most expansive multi-language sports broadcasters.
The new channel arrives armed with a dense calendar. India’s bilateral tours of England, Sri Lanka and New Zealand headline the cricket slate, alongside the Women’s Asia Cup T20. Further out, the Asian Games Aichi-Nagoya 2026—featuring 41 disciplines including cricket, hockey and kabaddi—adds heft to the line-up.
Beyond the pitch, the offering stretches across global and domestic properties: UEFA Champions League, FA Cup, Indian Super League and UFC, all packaged with Kannada commentary and presentation.
“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,” said Rajesh Kaul, chief revenue officer and business head, sports and international, Sony Pictures Networks India. “As consumption increasingly shifts towards language-first experiences, regionalisation 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.”
Available across major distribution platforms, the channel aims to reach viewers across urban and rural Karnataka alike.
The message is unmistakable: in India’s fragmented media market, language is leverage—and Sony Sports intends to use it.
Sports
IGI partners with Gujarat Titans for IPL 2026
Diamond certification body becomes associate partner of the franchise.
MUMBAI: When cricket needs precision and diamonds demand trust, sometimes the perfect partnership is just a boundary away. The International Gemological Institute (IGI) has teamed up with Gujarat Titans (GT) as an associate partner for the current edition of the Indian T20 League. The collaboration aims to boost consumer awareness, transparency, and responsible decision-making in the jewellery industry by leveraging the massive reach of the popular IPL franchise.
As part of the association, IGI’s logo will appear on the Gujarat Titans uniform throughout the season.
Speaking on the partnership, IGI global CEO Tehmasp Printer drew a clever parallel with the game, “Just as cricket relies on DRS to ensure every decision is accurate and beyond doubt, IGI brings that same standard of independent review to every diamond it certifies. The 4Cs, Cut, Clarity, Carat, and Colour form the foundation of our work, enabling transparency and trust.” He added that Gujarat Titans reflect the same discipline, consistency and pursuit of excellence that define IGI.
Gujarat Titans COO Colonel Arvinder Singh welcomed the tie-up saying, “Gujarat has always been closely linked with craftsmanship, precision and a strong legacy of excellence. This association reflects a shared commitment to trust, integrity and consistency.”
The partnership highlights a meeting of two worlds, one built on sixes and strategic reviews, the other on sparkle and scientific certainty proving that even in the glitz of the IPL, some things are best judged with clarity and precision.
