SPNI Enters Tamil Entertainment Channel with Sony Vizha Launch

Sony Vizha, Sony Pictures Networks India’s (SPNI) new Tamil general entertainment channel, will launch on October 19, 2026, at 8 pm, marking the network’s entry into Tamil-language general entertainment. The channel will debut with Celebrity MasterChef Tamil, featuring Samantha Ruth Prabhu, and Tamil Idol, featuring A.R. Rahman.

The new Tamil GEC will operate under the brand promise “Ithu Namma Vibe”, with programming focused on Tamil Nadu’s contemporary culture, traditions, aspirations and everyday experiences.

Sony Vizha to Enter Tamil General Entertainment Market

With Sony Vizha, SPNI is expanding its regional general entertainment portfolio into Tamil entertainment. The channel will combine original programming, reality formats, movies and global entertainment formats adapted for Tamil viewers.

The broadcaster said the channel is being positioned around the cultural experiences associated with Tamil Nadu, including food, music, celebrations, conversations and everyday life.

The launch comes as broadcasters continue to adapt established entertainment formats for regional audiences while developing programming around local languages and cultural identities.

Celebrity MasterChef Tamil and Tamil Idol to Lead Launch Line-Up

Sony Vizha will begin its programming journey with two flagship properties — Celebrity MasterChef Tamil and Tamil Idol.

Celebrity MasterChef Tamil will feature Samantha Ruth Prabhu, while Tamil Idol will feature AR Rahman. Both programmes are adaptations of internationally established entertainment formats, reworked for Tamil audiences.

The combination gives Sony Vizha a launch slate spanning celebrity-led cooking and music-based talent entertainment.

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What Is the ‘Ithu Namma Vibe’ Positioning?

The “Ithu Namma Vibe” proposition is central to Sony Vizha’s brand identity. The channel’s brand film uses the idea of Vizha, meaning celebration in Tamil, to connect the network's programming with familiar aspects of everyday life in Tamil Nadu.

SPNI said the positioning is intended to reflect the state as contemporary while remaining connected to its language, culture and traditions.

Rajaraman Sundaram, Chief Content Officer – South Regional, Sony Pictures Networks India, said the channel aims to portray Tamil Nadu as “confident, contemporary, rooted in its culture and constantly evolving.”

Sony Vizha to Target Tamil Audiences Across Generations

SPNI said Sony Vizha's programming will be designed for Tamil audiences across generations, with a focus on premium and differentiated entertainment.

Alongside reality formats, the channel is expected to feature original content, movies and global entertainment curated specifically for the Tamil market. This approach will allow the network to combine internationally recognised formats with regional storytelling and talent.

Sony Vizha Expands SPNI’s Regional Channel Portfolio

The launch adds Tamil general entertainment to SPNI's regional portfolio, which already includes Sony Marathi and Sony AATH, its Bengali general entertainment channel.

The network had earlier announced Sony Vizha as part of its regional expansion strategy. The channel name and identity were unveiled in August, with the broadcaster positioning it as a new entrant in the Tamil GEC segment.