Star Sports has launched Star Sports Tamil, which will bring viewers across the state a full calendar of sports – starting with the ICC Champions Trophy 2017, followed by Tamil Nadu Premier League (TNPL 2.0), VIVO Pro Kabaddi Season 5, and Hero ISL. Instead of the usual dub-and-broadcast strategy, networks are launching dedicated channels and increasing the share of independent programming for regional viewers.

A 360-degree marketing campaign, #MachiAreYouReady, has commenced along with the launch of the channel. The campaign will be supplemented by comprehensive, high-impact promotions on radio, TV, print, digital, and OOH. The campaign features MS Dhoni and R Ashwin among other sports stars popular in the state.

Tamil Nadu is a unique market with high affinity to language content and very distinctive viewing habits. Star India's strong presence in the state has helped it understand the pulse of the Tamil sports fans. Star Sports Tamil is an extension of its belief to give people more relevant regional sports content and celebrate the Tamizh culture, according to Star India.

The channel will feature content exclusively packaged with a line-up of eminent Tamilian hosts and commentators from the sports fraternity such as K Srikkanth, L Sivaramakrishnan, S Badrinath, S Sriram, S Ramesh, and H Badani. Star Sports Tamil will be available on leading DTH/cable operators across Tamil Nadu as well as rest of India. The channel went live as of May 28.