Sony Pictures Networks India will launch Sony Vizha, a Tamil-language general entertainment channel, in October. The move marks the company’s entry into Tamil entertainment, a major regional market, and aims to offer culturally rooted programming with appeal beyond Tamil Nadu.

The channel’s name means “celebration” or “festival” in Tamil, and its branding draws on “Tamizh Thai Vaazhthu”, Tamil Nadu’s state song. Sony Vizha plans to combine original drama, international reality formats, films and major entertainment across television and digital platforms; announced flagship shows include “Celebrity MasterChef Tamil” and “Tamil Idol”, hosted by composer A.R. Rahman.