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 Sports Network to broadcast 10 India cricket series
‘Goonjega India’ campaign brings non-stop Team India action from May 28 to Diwali across TV and Sony LIV.
MUMBAI: Sony Sports Network has just hit a massive six, it’s set to make Indian cricket goonjega louder than ever this season. Under its new campaign ‘Goonjega India’, the network will broadcast an unprecedented 10 major India series from 28 May 2026 right through to Diwali. Nine of them will also stream live on Sony LIV, giving fans wall-to-wall cricket across formats and borders.
The blockbuster calendar kicks off with the India Women’s Tour of England (3 T20Is and 1 Test in May-July), followed by the highly anticipated India Tour of England (5 T20Is and 3 ODIs in July exclusive to Sony Sports Network). The action rolls on with the India Tour of Sri Lanka in August, the India Tour of New Zealand in October-November, and both men’s and women’s T20 competitions at the 2026 Asian Games in Aichi-Nagoya, Japan (17 September to 3 October). Rounding off the line-up are four key ACC events: the Women’s Asia Cup 2026, Men’s Rising Stars Asia Cup 2026, U19 Men’s Asia Cup 2026 and U19 Women’s Asia Cup 2026.
Sony Pictures Networks India chief revenue officer and business head of sports and international Rajesh Kaul said, “Cricket remains the biggest force in India’s sporting culture, and with Goonjega India, we are bringing fans an extraordinary run of Team India action from May 28 to Diwali. From the Women in Blue’s England tour to the men’s marquee clashes in England, Sri Lanka and New Zealand, alongside the Asian Games and major ACC tournaments, this is one of the most compelling cricket line-ups on Indian television.”
To build excitement, Sony Sports Network has released three high-energy animated films that celebrate the scale, emotion and rivalry of the season from the opening roar on 28 May to the Diwali blockbuster in New Zealand.
From the first ball in England to the final fireworks before Diwali, Indian cricket is about to echo across living rooms like never before. Whether you’re cheering for the Women in Blue, the Men in Blue or the rising U19 stars, Sony Sports Network has made sure there’s barely a day without a reason to shout “India! India!” This season, the calendar isn’t just packed, it’s perfectly pitched.
