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Sony YAY! expands its horizons with anime and original Indian content
A new era for kids’ entertainment
Sony YAY!, the vibrant kids’ entertainment channel from Sony Pictures Networks India, is making significant strides in the world of anime and original Indian content. Launched in 2017, the channel has quickly become a top contender in India’s competitive kids’ television market. By focusing on Indian stories and popular anime titles, Sony YAY! has captured the hearts of young audiences across the nation.
Building a unique identity
“We started off as a homegrown Indian content channel just to stand out and serve Indian audiences with Indian stories and Indian characters,” says Sujoy Roy Bardhan, head of marketing, communications, and on-air promotions at Sony YAY!. This strategy has paid off, allowing the channel to quickly gain traction among kids who find relevance and connection with the characters.
Expanding the content library
Sony YAY! has amassed an impressive library of 60 movies and 400 episodes for its original IP, the pet comedy Honey Bunny. Leveraging this content creation capability, the channel is now developing shows for other platforms, aiming to expand its reach beyond its own channel.
New projects on the horizon
Karna the Guardian
One of the most exciting projects in the pipeline is Karna the Guardian, an anime-style reimagining of a character from the Indian epic Mahabharata. Karna, a complex and tragic figure, is being adapted for a new generation of viewers. The series aims to blend traditional Indian storytelling with modern anime aesthetics, potentially appealing to both domestic and international audiences.
The Curse of the Robin
Another original production, The Curse of the Robin, follows a teenage girl who discovers a magical makeup box that transforms her from a timid Indian girl into a more confident version of herself. Bardhan emphasizes that the transformation goes beyond superficial changes, focusing on how the protagonist perceives the world and herself. This series is being developed as a movie, with plans to pitch it to international markets upon completion.
Strategic partnerships and acquisitions
Sony YAY! is close to signing a major platform deal for Karna the Guardian. Additionally, the channel plans to produce a full season of C.I.D., an animated adaptation of a long-running crime series, before taking it to market.
On the anime front, Sony YAY! recently acquired the popular Japanese series Shin chan after its 17-year run on other Indian channels. The company sees potential to expand Shin chan through licensing, merchandising, and experiential offerings aimed at both kids and nostalgic adult fans.
Expanding the anime universe
Sony YAY! has launched eight anime titles so far, with flagship shows like Oggy and the Cockroaches, Shin chan, and Honey Bunny available in seven languages: Hindi, Tamil, Malayalam, Telugu, Bangla, Kannada, and Odia. Japan’s Naruto is offered in five languages: Hindi, Tamil, Malayalam, Telugu, and Bangla.
To meet the growing demand, Sony YAY! has launched dedicated anime channels on the Airtel and Tata Play platforms. Tata Play Anime Local is available in Hindi, Tamil, and Malayalam, while Airtel Anime Booth, a value-added service channel, offers content in Hindi. Japan’s Black Clover is available exclusively on the Anime Booth VAS channel.
The future of Sony YAY!
“The hunger for anime titles in India is real,” Bardhan notes. “It’s not waiting to grow; it is already there.” Looking ahead, Sony YAY! plans to stay focused on animation rather than expanding into live-action content for kids. The channel’s brand positioning centers on creating a #Happyverse where kids can freely use their imagination.
While open to preschool content, Sony YAY! aims to prioritize entertainment over overt education in its programming. “We want to remain that brand that is not going to judge kids on whether they are grasping education out of our content or not,” Bardhan says.
Personal reflections for enthusiasts
For cinema, TV series, and music enthusiasts, Sony YAY!’s journey is a testament to the power of storytelling and the universal appeal of well-crafted characters. The channel’s commitment to blending traditional Indian narratives with modern animation techniques offers a unique viewing experience that resonates with audiences of all ages.
As Sony YAY! continues to innovate and expand its content library, it will be fascinating to see how these new projects, like Karna the Guardian and The Curse of the Robin, will shape the future of kids’ entertainment in India and beyond. The channel’s strategic partnerships and acquisitions, such as Shin chan, further highlight its dedication to providing diverse and engaging content for its viewers.
For those interested in exploring these exciting new projects, you can check out the trailers and information pages for Karna the Guardian and The Curse of the Robin. Additionally, fans of Shin chan can look forward to new licensing and merchandising opportunities that will bring their favorite characters to life in new and exciting ways.
In the ever-evolving world of kids’ entertainment, Sony YAY! stands out as a beacon of creativity and innovation, continually pushing the boundaries of what is possible in the realm of animation and storytelling.
