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
Sony secures exclusive India rights for 2026 Asian Games broadcast
SPNI to air Aichi-Nagoya Games across TV and Sony LIV streaming
MUMBAI: Sony Pictures Networks India has secured the exclusive broadcast rights for the 2026 Asian Games, bringing the continental multi-sport event back to the Sony Sports Network for Indian audiences.
Scheduled to be held in Japan from September 19 to October 4, 2026, the Games will be aired live across Sony’s sports channels and streamed on Sony LIV. The deal covers India and the wider Indian subcontinent, ensuring broad regional access to one of Asia’s biggest sporting spectacles.
The acquisition comes at a time when India’s interest in multi-sport events is at a high. At the previous edition, the country delivered its best-ever performance, clinching 107 medals and signalling its growing strength on the continental stage. With a mix of emerging talent and seasoned athletes, expectations for the upcoming Games are running high.
The 2026 edition will feature competition across 41 sports, including 32 Olympic disciplines, alongside additions such as mixed martial arts and surfing. For Indian viewers, cricket is expected to be a major draw, with both men’s and women’s teams aiming to reclaim top honours in Asia.
Sony Pictures Networks India chief revenue officer and business head – sports and international Rajesh Kaul said, “The Asian Games represents sporting excellence and is a powerful platform for national pride.” He added that India’s 100-plus medal milestone at the last edition has sparked unprecedented interest, setting the stage for “another unforgettable chapter”.
Olympic Council of Asia director general Husain Al-Musallam said the agreement marks “the beginning of a new phase” in the distribution of the Asian Games across the Indian subcontinent.
SPNI said it plans to offer comprehensive coverage, including expert analysis and multi-language programming, aiming to bring audiences closer to the action from the opening ceremony through to the final medal events.
With the return of the Asian Games to its network and India eyeing another record haul, Sony is betting big on both sport and sentiment, hoping to turn continental competition into prime-time viewing once again.
