Television

Sony Yay builds local characters to monetise

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/11/06/SONY-YAY.jpg?itok=JweeHDrA

MUMBAI: The Indian arm of the Sony Network had it all – GEC, music, film, sports, you name it. What lacked was a brand for the children of the country. That gap was filled when it launched Sony Yay in April this year.

It’s not as if Sony was devoid of kids content. It launched Animax in 2004, a pure anime destination, but branded it as ‘animation for everyone – not just for kids’. In two years time, it dropped kids and plugged into the youth audience of 15-24 year olds and in 2006, it introduced live action.

Over time, the channel lost its lustre and the channel decided to convert it to Yay  in 2017 and grab a share of the 2-14 age group. “Technically we didn’t replace Animax but it sort of gave way to our intention of launching into the kids space, which was the only missing genre for the network. Animax is still available for interested audiences online on SonyLiv,” says Sony Pictures Network India kids genre business head Leena Lele Dutta.

It was early 2016 when the network started researching on what Indian kids love to watch on TV and data pointed to three areas. “Firstly, they like to see funny, happy and laugh-out-loud animation; second they don’t want both animation and live action on the same channel and last was that local characters, local names, ‘takiya qalam’ words strike and instil a chord with children,” she shares. This led to picking 100 per cent animation over live action for Sony Yay.

Sticking to its principle, the channel tied up with local creators for four original animation series - Guru aur Bhole, Sab Jholmaal Hai, Paap-O-Meter and Prince Jai aur Dumdaar Viru, 52 episodes per show. A fifth show, The Fab 5 – Initial Tango, will release during Christmas and the sixth original will be launched next year. “Slowly we will build new stories and characters to resonate with kids of today,” says an excited Lele. Soon it will build a movie bank for the Sab Jholmaal Hai franchise, similar to what Nick does with Motu Patlu and Pogo with Chhota Bheem.

Kids tuning into the channel have become addicted to Sab Jholmaal Hai and Guru aur Bhole. Wasting no time, the channel has started displaying back-to-back episodes now so they can binge watch and connect with the characters. “Once kids start watching these existing shows, you will yourself see the movement of the channel,” she adds. Paap-o-Meter is a novel concept and the channel doesn’t expect it to shoot up instantly. Indeed, data from Broadcast Audience Research Council (BARC) indicates that for week 39-42 the two shows did top the channel with average Impressions (000s) of 115 and 110 respectively.

public://barc_0.png

Sony owns the intellectual property (IP) rights for all the shows to squeeze out all the benefits, which cannot be done in acquisitions. Though Sony was ready to shed some bucks for dubbed or acquired content, they could not find one with a large repertoire of episodes (more than 100) and neither did any content fit the channel’s bill.

BARC data also shows that in its first four weeks of launch (week 20-23), the channel had 25,011 average Impressions (000s) sum while the number changed to 22,100 Impressions (000s) sum in week 39-42 for all India age 2-14. Despite the decline, it shows that the initial impression hasn’t faded away.

Keeping in mind the demographics, the channel abstained from keeping it English-centric. “We wanted to remain indigenous, home-grown and local,” she adds. Thus, the main Hindi channel is dubbed into languages of Tamil and Telugu too.

Speaking of advertisers, Dabur Red Paste, Hershey’s, Domino’s Pizza and Lifebuoy are some of the brands associated with the channel. Datta mentions they had 7-8 brands coming on board every week, from FMCG and even those targeting kids.

It will soon look at minting money through other areas and not depend solely on on-air advertising. “Once we make our characters popular, it opens up all avenues for us such as product licencing and digital distribution because we own the IPs,” she says.

Very soon there will be canter activations for kids in 50 cities in Maharashtra, Gujarat, Tamil Nadu, Andhra Pradesh, Punjab and Madhya Pradesh.

With big ambitions, it remains to be seen if the channel can fight the crowded kids market and see a significant jump in its claim.

public://barc...1_0.png

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/kidshow_0.jpg?itok=Fm25kd_I
Reality shows: Kids’ personal lives come into focus

Children-based reality shows or talent-based shows are gaining in popularity in India. But do they leave behind unwholesome after effects on the little contestants?

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/Kids.jpg?itok=Pu-tdpDo
Kids prefer entertainment over edutainment on TV

MUMBAI: Broadcasters’ various attempts at creating content that can get children hooked has repeatedly turned up one result – animation entertainment is what each child comes for.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/DD_Kashir.jpg?itok=9oJW8g1B
Doordarshan calls off DD Kashir's channel packaging

NEW DELHI: Over five months after bids were invited and three months since agencies were shortlisted, Doordarshan (DD) has cancelled the tender for the channel packaging work of DD Kashir.

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/John_Lasseter.jpg?itok=-2cK3lBI
Disney, Pixar's John Lasseter accused of misconduct, takes leave

MUMBAI: Now it’s the turn of Pixar cofounder and Disney chief creative officer John Lasseter to lose his halo. The animation legend has apparently taken a leave of absence from the company following alleged misconduct and missteps. The leave is expected to be for six months.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/kannda.jpg?itok=eTeV8wJt
Judges take the stage in Zee Kannada’s Drama Juniors - Season 2

Bengaluru, 22 November 2017: This weekend is going to extra special for Zee Kannada viewers! For the first time ever, the judges panel including Mukhyamantri Chandru, Actress Lakshmi and Actor Vijay Raghavendra and show host Master Anand are all set to perform along with the little stars of Drama...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/amrita.jpg?itok=fkIIzK8W
The Walt Disney South Asia promotes Amrita Pandey to lead media distribution & OTT

The Walt Disney Company South Asia has elevated Amrita Pandey and appointed to the newly created role of regional head – media distribution and OTT, South Asia.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/Epic_Channel.jpg?itok=cxozdoeN
GUEST COLUMN: From Juggle To Juggernaut: Localising content for India

There is an unassailable advantage in being the first to do something - there is so much to do that one is spoilt for choices. Opportunities lie aplenty and the emotional response is that of a kid at a candy store. All of us, in the local factual entertainment space, are that kid staring at a...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/genres800.jpg?itok=O7zmL3ru
Colors Infinity, Comedy Central gain highest OTS in genres: Chrome DM

MUMBAI: With growth of 2.22 per cent, the English GEC genre marked the highest opportunity to see (OTS) among all categories in week 46 of Chrome Data Analytics & Media. In this category, Colors Infinity gained the highest OTS with 47.7 per cent and Comedy Central was the second most benefitted...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/discovery.jpg?itok=1Yn6OGCG
Discovery uncovers true stories of reality-based movies

Discovery Channel is launching a new series Real story of… which will premiere on 26 November and will air every Sunday at 10 pm. The series uncovers true stories behind some of the Oscar-nominated movies of recent years to separate fact from fiction.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories