In a move aimed at strengthening its regional footprint and enriching the sports-viewing experience for vernacular audiences, Sony Sports Network has announced the launch of two new regional channels — Sony Sports Ten 4 Tamil and Sony Sports Ten 4 Telugu. The channels will go live starting July 10, 2025.

According to a press release issued by the network, the newly launched channels are part of a broader strategy to create a more defined and culturally resonant offering for Tamil and Telugu-speaking sports fans. With this initiative, Sony Sports Network continues to deepen its regional engagement by delivering live action and premium sports programming in viewers’ preferred languages — a key differentiator in India’s increasingly language-sensitive content landscape.

In line with this regional realignment, Sony’s existing Hindi sports channels will also adopt a refreshed identity. Sony Sports Ten 3 (SD) will now be known as Sony Sports Ten 3 Hindi, while Sony Sports Ten 3 (HD) will be renamed Sony Sports Ten 3 Hindi HD. These updates are designed to streamline content discovery and offer clearer brand positioning within the sports genre.

Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India, commented, “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.”

This announcement comes just ahead of a power-packed sports calendar featuring marquee tournaments like the India tour of England, the Asia Cup, UEFA Champions League, and live-action from the Ultimate Fighting Championship (UFC). With these region-specific channels in place, Sony Sports Network is positioning itself to offer a more immersive and inclusive experience for sports fans across the country.

Viewers can tune in to Sony Sports Ten 4 Tamil and Sony Sports Ten 4 Telugu starting July 10 to catch all the action in their native language — only on Sony Sports Network.