Regional language CTV audiences in India are best reached through direct deals on platforms with deep language-specific content. For Marathi and Bengali: Zee5 (Zee Marathi, Zee Bangla) is the strongest single platform. For Tamil and Telugu: SonyLIV and Zee5 both have strong content. For Kannada: Zee5 (Zee Kannada) leads. JioHotstar carries Star regional channels (Star Vijay for Tamil, Star Maa for Telugu) and is a strong secondary option.
Native-language creative is non-negotiable — dubbed Hindi voiceover underperforms significantly versus native-language production. CPMs for regional language direct deals: Zee5 Rs 60–180, SonyLIV Rs 80–200. YouTube CTV with language-specific content targeting is a programmatic complement at Rs 30–100 TrueView CPM. Regional language CTV reaches high-income urban audiences in Tamil Nadu, Karnataka, Maharashtra, and West Bengal — markets with strong purchasing power relative to the CPMs charged.
Full guide
For a complete explanation, read: Regional language CTV advertising in India: Tamil, Telugu, Kannada, Marathi, Bengali