Sony Pictures Networks India (SPNI) has unveiled Sony Vizha, its new Tamil general entertainment channel, ahead of its 19 October launch at 8pm. The channel has also rolled out an ad film built around its brand promise, ‘Ithu Namma Vibe’.

The brand film highlights everyday experiences associated with Tamil Nadu, including food, music, conversations, celebrations and community, positioning them as part of the channel’s launch narrative.

Sony Vizha will launch with two international entertainment formats adapted for Tamil audiences — Celebrity MasterChef Tamil, featuring actor Samantha Ruth Prabhu, and Tamil Idol, featuring A.R. Rahman.

The channel will focus on entertainment formats and stories for Tamil audiences, with its programming built around Tamil language, culture and contemporary life.

Rajaraman Sundaram, chief content officer - south Regional, Sony Pictures Networks India, “Sony Vizha has been created with a simple ambition — to celebrate Tamil Nadu as it is today: confident, contemporary, rooted in its culture and constantly evolving. ‘Ithu Namma Vibe’ captures the many little things that make Tamil Nadu uniquely its own — its people, its warmth, its traditions and the everyday moments that bring us together. We are coming to an audience with an extraordinary love for entertainment and a very strong sense of what feels truly Tamil, and we approach this journey with both humility and excitement. We hope to earn a place in their lives by bringing them stories and experiences that feel fresh, relevant and familiar. With wonderful talent and some of the world’s most loved formats, we are excited to begin this journey with Tamil Nadu.”