Sony YAY!, the children’s entertainment channel from Sony Pictures Networks India, is making significant strides in expanding its anime offerings, with a particular focus on the beloved Japanese series “Shin Chan.” This move comes as the channel aims to enhance its content library and reach a broader audience, including both children and nostalgic adults.
Since its launch in 2017, Sony YAY! has quickly established itself as a leading player in India’s competitive kids’ television market. The channel’s strategy has revolved around creating engaging Indian content while also incorporating popular anime titles to attract young viewers.
Sujoy Roy Bardhan, the head of marketing, communications, and on-air promotions at Sony YAY!, shared insights into the channel’s approach. “We started off as a homegrown Indian content channel just to stand out and serve Indian audiences with Indian stories and Indian characters,” he explained. This focus on relevance has allowed the channel to resonate with its young audience effectively.
The channel has built an impressive library, including 60 movies and 400 episodes of its original IP, “Honey Bunny.” This content creation capability is now being leveraged to develop shows for other platforms, marking a significant expansion beyond its own channel.
One of the exciting projects currently in production is “Karna the Guardian,” an anime-style reimagining of a character from the Indian epic “Mahabharata.” This adaptation aims to blend traditional Indian storytelling with modern anime aesthetics, appealing to both domestic and international audiences.
Another original production, “The Curse of the Robin,” follows a teenage girl who discovers a magical makeup box that transforms her from a timid individual into a more confident version of herself. Bardhan emphasized that this transformation goes beyond superficial changes, focusing on the protagonist’s perception of herself and the world around her. This series is being developed as a movie, with plans to pitch it to international markets upon completion.
As deals are being finalized, Bardhan mentioned that “Karna the Guardian” is close to signing with a major platform. Additionally, the channel is working on an animated adaptation of the long-running crime series “C.I.D.,” with plans to produce a full season before taking it to market.
Bardhan noted the potential of taking Indian stories to international audiences, stating, “We don’t have to limit our audience to just kids, because animation is not just consumed by kids internationally.” This perspective opens up new avenues for content that can resonate with a wider demographic.
On the anime front, Sony YAY! has recently acquired the popular Japanese series “Shin Chan,” which had a successful 17-year run on other Indian channels. The company sees significant potential in expanding “Shin Chan” through licensing, merchandising, and experiential offerings aimed at both children and nostalgic adult fans.
To capitalize on this opportunity, Sony YAY! is exploring partnerships to create “Shin Chan” apparel for adults and other product categories. While a full theme park is not currently in the works, Bardhan expressed openness to smaller experiential offerings as the brand continues to establish itself.
So far, Sony YAY! has launched eight anime titles, with flagship shows like “Oggy and the Cockroaches,” “Shin Chan,” and “Honey Bunny” available in multiple languages, including Hindi, Tamil, Malayalam, Telugu, Bangla, Kannada, and Odia. The popular series “Naruto” is also offered in five languages, further showcasing the channel’s commitment to catering to diverse linguistic audiences.
In response to the growing demand for anime content, 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 offers content in Hindi. Notably, Japan’s “Black Clover” is available exclusively on the Anime Booth VAS channel.
Bardhan remarked on the increasing appetite for anime titles in India, stating, “The hunger for anime titles in India is real. It’s not waiting to grow; it is already there.” This acknowledgment of the existing demand underscores the channel’s commitment to delivering quality content that resonates with its audience.
Looking ahead, Sony YAY! plans to maintain its focus on animation rather than venturing into live-action content for kids. The channel’s brand positioning centers on creating a “#Happyverse,” where children can freely use their imagination and creativity.
While the channel is open to preschool content, it aims to prioritize entertainment over overt educational themes in its programming. Bardhan emphasized, “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.” This approach reflects a commitment to providing enjoyable and engaging content for young viewers.
As Sony YAY! continues to expand its anime selection and develop original Indian IPs, the inclusion of “Shin Chan” marks a significant milestone in the channel’s journey. With a focus on creating relatable and entertaining content, Sony YAY! is poised to capture the hearts of both children and adults alike, ensuring that the joy of anime reaches a wider audience in India.
Source: Variety
