Television

Sony Yay banks on originals with a slew of fresh content

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/04/19/Leena_lele_Dutta_1.jpg?itok=SABXSGeX

MUMBAI: Home-grown content in India is growing by leaps and bounds. Recently, Discovery Kids launched Little Singham as its new character to spearhead its library of originals and now Sony Yay has also rolled up its sleeves to be in the thick of competition. The channel has a new show, KickO and Super Speedo, on the cards along with 10 original movies.

Just a year into its launch, Sony Yay’s punt on originals is a bold move. The channel is investing in excess of Rs 50 lakh per episode of KickO and Super Speedo. The show, which will be aired everyday beginning 21st May at 12.00 pm, is being produced by Green Gold that promises to capture kids’ imagination through high-quality 3D animation.

This summer, it is launching five movies as a part of its movie festival ‘Housefull Fridays’. Based on two of Sony Yay’s flagship shows—Honey Bunny and Guru aur Bhole—the movies being premiered are Honey Bunny in Plane Hijack, Honey Bunny in Himalayan Car Rally, Honey Bunny in Double Impact, Guru aur Bhole the Gladiators and Guru aur Bhole in Alien Busters. Apart from these movies, the channel is also introducing new holiday episodes of the shows.

Sony Yay business head Leena Lele Dutta said that the channel’s initial plan was to come up with a Marathi audio feed instead of Malayalam. “We want to explore Maharashtra as it constitutes 14 per cent of our portion [target audience]. But we didn’t want to upset the apple cart right now. We decided to stick to our Hindi feed and [therefore] we saw an opportunity to venture into Kerala, considering its dynamics.”

“The management saw a huge gap in number 1 and 2 slots in terms of market share and critical ratings for Kerala market. That was the only reason to grab the opportunity to emerge in the Kerala market. Bengali was an obvious option for the channel to emerge into,” she added. The roadmap for Sony Yay doesn’t end there. “We might come up with a Marathi audio feed as well but it is not decided yet.”

Kick starting the year with a bang, the channel has already produced 88 hours of original content and is slated to scale up to an additional 120 hours in the second year. Sony Yay claims that it is the only kids channel to have 100 per cent of its airtime dedicated to original content in the viewable hours (7 am to 10 pm).

Intending to be a part of not only kids’ entertainment but also a part of their everyday lives, the channel has entered into a licensing and merchandising association with Black White Orange (BWO), a licensing, merchandising and brand agency. The deal includes toys, stationery and apparel.

Sony Yay has upped the ante for itself within just a year of launch. Taking the plunge into original animated content, the network has set its sights high.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/sun-tv.jpg?itok=SQlCBx6-
Sun TV Q4 consolidated revenue up by 12.84%

Sun TV Network has announced its fourth quarter and yearly results for the financial year ended 31 March 2022.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/starsports.jpg?itok=_d0stJrS
Star Sports launches new campaign ‘#ChaseTheRecord’ with Amir Khan

Star Sports Network has launched a new campaign, #ChaseTheRecord, featuring Bollywood superstar Aamir Khan.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/isobar.jpg?itok=nrYemR7n
Sony Pictures Television India & Isobar make spider-man fans tap into the multiverse

Mumbai: Sony Pictures Television India and Dentsu’s Isobar have launched a campaign to give the audience an experience of the multiverse, a physics theory that is barely known to the layman. Through this campaign, the duo has created a multiverse on mobile devices to bring the essence of the movie...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/starq.jpg?itok=9jyoL78n
Disney Star registers FIR against piracy group Tamil Rockers, Tamil MV, Tamil Blasters and Pikashow

Disney Star has registered a FIR (First Information Report) against piracy groups Tamil Rockers, Tamil MV, Tamil Blasters and Pikashow on Wednesday at the Bengaluru cyber cell.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/27/vijay-bhanushali.jpg?itok=_XsvhbSx
Shemaroo Entertainment elevates Vijay Bhanushali as deputy vice president

Shemaroo Entertainment has elevated Vijay Bhanushali as deputy vice president – animation, kids, digital, licensing and merchandising. He has been associated with the company for over 14 years.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/26/punit-goenka.jpg?itok=wDumE6xW
Uptake of free DTH has come down since major broadcasters left: Punit Goenka

The uptake of free direct-to-home services has come down since the major broadcaster networks collectively left the platform on 1 April, stated Zee Entertainment Enterprises Limited managing director and chief executive officer Punit Goenka during an earnings call.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/26/zee-hindustan.jpg?itok=jaVhWtIV
ZEE Hindustan launches marketing campaign to create brand recognition

Zee Hindustan has launched a prelude for the marketing campaign with 3D model installation of 8feet tall mic in prime locations of Delhi, Lucknow, and Indore such as Nehru place market, Indore Airport and Lucknow. This is also followed by a brand campaign in Delhi across three metro lines, 300 cabs...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/26/sriram-iyer.jpg?itok=wNDQFgRW
Business Insider’s Sriram Iyer joins CNBC-TV18 as executive editor

Mumbai: Sriran Iyer has joined business news brand CNBC-TV18 as executive editor, according to a LinkedIn update. He will be leading the digital team of the company. Iyer is a senior journalist with over 15 years of experience. He was previously associated with Business Insider India as editor-in-...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/25/rajat-sharma.jpg?itok=RrlgzJUi
India TV's Rajat Sharma has highest number of Twitter followers: Study

According to a study by Muck Rack ‘The 2022 State of Journalism on Twitter,’ India TV editor-in-chief and chairman Rajat Sharma is the most followed verified journalist on Twitter following MSNBC host Rachel Maddow and CNN host Anderson Cooper.

Television TV Channels People