MUMBAI: Sony Sports Network is speaking the language of Indian fans literally. From 10 July 2025, the broadcaster will launch Sony Sports Ten 4 Tamil and Sony Sports Ten 4 Telugu, two standalone sports channels tailored exclusively for Tamil- and Telugu-speaking audiences.

With this move, the network is not just adding channels—it’s sharpening its pitch. The new avatars promise culturally resonant, language-specific programming designed to deliver premium sports entertainment straight to the heartlands, with zero translation lag and 100 per cent local flavour.

The Hindi feed is also getting a style upgrade. The current Sony Sports Ten 3 (SD) and Ten 3 HD channels will be rechristened Sony Sports Ten 3 Hindi and Sony Sports Ten 3 Hindi HD, making the offering crystal clear for viewers switching between formats.

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.”

This regional realignment underscores Sony’s commitment to offering more personalised, emotionally connected viewing experiences. For fans who cheer in their mother tongue, the message is loud and clear: your game, your language, your channel.