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Sony Pictures Network aims to complete its bouquet of television channel by adding a kid’s channel ‘Sony Yay! ’ into its portfolio.
The company, which is a rather late entrant into the category, aims to catch up with its competition by launching four original locally produced animated shows. Additionally, SPN has roped in Bollywood actor Tiger Shroff to be its brand ambassador.
The channel plans to go live on by April 18 and will be targeted at 2-14 years.
“Our kid’s channel Sony YAY! with its original programming will excite and engage the young audiences and leave a lasting impact on their hearts and minds. With the launch of Sony YAY!, the network now offers tailor-made propositions for every member of the family,” NP Singh, CEO, SPN said.
As per available data, kids category is growing at 8 per cent in urban and 6 per cent in rural in terms of viewership. It is the biggest category after GEC (general entertainment channel) and movie in the television business.
SPN comprises 29 channels including Sony Entertainment Television. Sony Pictures Networks India is in its 22nd year in India. Sony currently runs Animax, which targets tweens between 12 and 18 years.
Leena Lele Dutta, Business Head, Sony YAY! told Business Line, “Our content will be key differentiator in the kids category. We have invested substantially to create original content. Advertiser response to our channel too has been positive”.
Dutta said that the SPS will first focus only on the linear (television) platform. “We will first establish ourselves in television and will couple of months later roll out our content on the digital platform”.
Sony Yay! will be available in Hindi, Tamil and Telugu languages across direct-to-home (DTH).
Sony Yay! will compete with established players such as Viacom18 (Nick and Sonic), Turner India (Pogo and Cartoon Network) and Disney India (Disney Channel and Hungama) and Discovery Discovery Kids.
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