Sony Pictures Networks India has launched Sony VIZHA, a Tamil entertainment channel that went on air on Sunday, October 19, at 8 pm. Built around the brand proposition "Ithu Namma Vibe", the launch marks the broadcaster's entry into the Tamil general entertainment market.
The channel brings Tamil adaptations of global formats, original series, films and cricket to Tamil-speaking households. Its programming spans fiction, reality, music, comedy and movies. Viewers can tune in through leading cable and DTH platforms from the first broadcast.
The channel went on air at 8 pm on October 19, with Tamil Idol and Celebrity MasterChef Tamil leading its first week of programming. The 8 pm launch slot put Sony VIZHA straight into prime time on its first evening.
The "Ithu Namma Vibe" proposition runs through the channel's launch communication, from promos to the programming mix. SPNI has positioned the phrase as the channel's identity in the Tamil market.
What Sony VIZHA will air at launch
The launch line-up is headlined by two flagship properties: Tamil Idol and Celebrity MasterChef Tamil. Tamil Idol features A. R. Rahman as super judge, alongside Andrea Jeremiah, Karthik and Benny Dayal as judges, with Vikkals Vikram and Pooja Venkat hosting the Fremantle-produced singing competition. The production follows the global Idol format, adapted for Tamil audiences.
Celebrity MasterChef Tamil brings Samantha Ruth Prabhu on board as celebrity judge, alongside Chef Venkatesh Bhat, Chef Sashi Cheliah and Chef Shreeya Adka, with RJ Vijay hosting the Banijay Asia production featuring 12 contestants. The Banijay Asia production follows the Celebrity MasterChef format, with 12 contestants competing under the judges.
The Sony VIZHA slate extends beyond the two tentpoles. Fiction and reality offerings include Notebook 90s: Kadhal Flashback, Crime Patrol: Kutrangal Tharum Echarikkai and Madam Police: Naanga Irukka Bayamen. The fiction slate spans friendship and nostalgia themes, while the crime show draws on real-life cases set in Tamil Nadu.
SPNI describes the offering as bringing together Tamil-focused storytelling, talent and adaptations of globally acclaimed entertainment formats, rooted in Tamil culture and its evolving identity. According to the launch announcement, the channel aims to reflect the aspirations and sensibilities of Tamil audiences while remaining connected to the language, traditions and values that define them.
SPNI's existing channels include Sony SET and Sony SAB, whose shows, including Kaun Banega Crorepati and Taarak Mehta Ka Ooltah Chashmah, also feature in the Sony LIV catalogue now available as a Prime Video add-on.
How Sony VIZHA reaches viewers
Sony VIZHA is available across leading cable and direct-to-home (DTH) platforms, supported by a network of local cable operators. The distribution network is intended to extend the channel's reach among Tamil-speaking households across India. Distribution partnerships with the leading platforms were announced at launch, with local cable operators supporting the rollout.
Advertisers on the Sony VIZHA launch
The channel has signed three advertisers at launch: Gold Winner, TTK Prestige and ATM – Akshaya Thanga Maligai. The partnerships bring established brands into the new channel's ecosystem from day one. The advertiser deals were announced alongside the launch, with all three brands on board before the channel went on air.
The three launch advertisers were announced before the first broadcast.
Rajaraman S, chief content officer for the south region at SPNI, said: "The launch of Sony VIZHA marks an important step in our ambition to build a distinctive Tamil entertainment offering. The strong support from our distribution and advertising partners reflects their confidence in our proposition and the opportunity we see in this market."
"Our focus is on reaching Tamil audiences across the world with compelling entertainment rooted in Tamil culture and reflective of their evolving aspirations, while creating meaningful opportunities for brands to connect with these audiences," Rajaraman added.
The launch announcement describes the target viewer as rooted in Tamil culture but tuned to changing tastes. Fiction, reality, music, comedy, movies and cricket make up the opening slate.
The launch was announced from Chennai, where SPNI detailed the Sony VIZHA programming and distribution line-up on October 19.