Culver Max Entertainment Private Limited, formerly known as Sony Pictures Networks India Private Limited, has launched Sony Sports Ten 4 Tamil and Sony Sports Ten 4 Telugu as dedicated standard definition (SD) channels catering to regional audiences. Meanwhile, Sony Sports Ten 3 SD and HD have been updated to include the “Hindi” wordmark in their logos. Despite already operating as Hindi-language sports channels, the branding previously did not explicitly reflected this.
The Tamil channel was introduced through the rebranding of the existing Sony Sports Ten 4, while the Telugu feed emerged by rebranding Sony Sports Ten 4 HD. As a result, the network has effectively lost an existing HD feed to launch a new SD channel, thereby reducing its HD channel count by one.
On 2nd July 2025, during the second Test match between England and India, Sony Sports aired a promotional teaser announcing the upcoming launch of Sony Sports Ten 4 in Tamil and Telugu, scheduled for 10th July 2025. At the time of the announcement, there was no mention of the addition of the “Hindi” wordmark to Sony Sports Ten 3, which was introduced later.
All the announced changes were officially implemented on 10th July 2025, coinciding with the T20I match between England Women and India Women. Leading DTH platforms, including Tata Play and Airtel Digital TV have successfully updated their respective Electronic Programme Guides (EPGs) to reflect the new channel names.
Additionally, there are reports indicating that Sony Sports Ten 4 Kannada, a new channel in the Kannada language, has received a broadcast license from the Ministry of Information and Broadcasting (MIB). The channel is expected to launch once all necessary satellite broadcasting clearances are obtained.
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