Chennai: Culver Max Entertainment (formerly Sony Pictures Networks India) has confirmed plans to launch five new channels across Kannada, Tamil and Telugu markets as part of its latest Reference Interconnect Offer (RIO), signalling the broadcaster’s next strategic phase in the southern television ecosystem, according to media reports.
The line-up will be led by SONY Sports Ten 4 Kannada, slated to go on air from April 1, 2026, expanding the network’s regional sports footprint in Karnataka.
In Tamil, the company has proposed two new general entertainment channels — SONY Vizha and SONY Vizha HD — for launch on or after June 1, 2026, subject to regulatory approvals. Vizha in Tamil denotes festivals and celebrations, reflecting the intended positioning of the network’s Tamil GEC around culturally rooted entertainment and festive storytelling.
This will be followed by two Telugu GEC launches — Sony Telugu and Sony Telugu HD — proposed for launch on or after August 1, 2026, again subject to approvals. The RIO notes that Sony Telugu and Sony Telugu HD are tentative brand names, while confirming the genre and language positioning as Telugu general entertainment.
South push under new leadership
The expansion comes amid a broader southern market push at Culver Max. As part of a recent leadership restructuring, the broadcaster has appointed Rajaram Sudaram, former Business Head of Viacom18’s Colors Tamil, to spearhead its South initiative, according to industry sources.
Sources indicate that the investment rollout will be phased, with capital deployment expected to accelerate once Culver Max’s global headquarters clears the business plan submitted by the India leadership team. The staged approach reflects the high-investment, high-competition dynamics of Tamil and Telugu GEC markets, which remain among India’s most appointment-driven television segments.
OTT synergy with Sony LIV
Industry observers note that Culver Max’s stepped-up investment in southern television will also strengthen the regional content pipeline for its streaming platform, Sony LIV. A deeper slate of Tamil, Telugu and Kannada originals and catch-up programming from the new channels is expected to enhance Sony LIV’s appeal in southern markets, enabling the platform to scale its regional content play and subscriber traction in South India.
Strategic timing
The Kannada sports launch precedes the GEC entries, suggesting a calibrated market-entry strategy: building distribution and regional brand presence in Karnataka first, followed by deeper content investments in Tamil and Telugu entertainment.
If executed on schedule, the launches will mark Culver Max’s most significant regional expansion since its rebranding and the recalibration of its India strategy, positioning the network for stronger competition against entrenched southern broadcasters across sports and general entertainment.
