Sony has launched a new sports channel Kix to entertain the Sports Lovers with commentary in regional languages. From now, People who wishes to hear Telugu commentary can prefer the Sony Kix Channel.

Sony has roped on former cricketers Venkatapathy Raju, N Venugopala Rao and MSK Prasad for the Telugu commentary. Cricket Analyst C Venkatesh is also part of the Commentary panel.

Telugu Commentary will also be provided for Australian Open (Tennis), National Football League, Rugby World Cup and other major sporting events. The present move is to expand the reach and tap the market in the Telugu states.

Sony is expected IPL 8 to generate ad revenue of about Rs 950 crore which is sharp rise of nearly 20% from previous seasons.