Sony YAY! Brings Anime, Merch, and Shin Chan in 2025

Sony YAY! is stepping up its game in kids' entertainment, blending innovation with beloved characters and expanding its reach across platforms. According to Ronojoy Chakraborty, Head of Programming, 2024 has been a landmark year with major wins like Shin Chan joining the channel’s roster and continued success with Oggy and the Cockroaches. The addition of Naruto Shippuden, catering to older kids and teens, marked the channel’s foray into anime, reaching 33 million viewers across age groups.

Capitalizing on festive seasons, Sony YAY! launched new Shin Chan episodes during Diwali and continues to engage audiences with fresh movies every Saturday through the winter vacations. Chakraborty highlighted the growing demand for anime as a pivotal factor in shaping the channel’s programming strategy.

Merchandising has also emerged as a critical growth area for the channel. Successful partnerships with brands like The Souled Store have paved the way for collaborations in categories like mobile accessories and apparel. The upcoming launch of Shin Chan-themed merchandise is another exciting development. Chakraborty emphasized that Sony YAY! aims to build a holistic ecosystem that engages kids both on-screen and off-screen.

Looking ahead, the channel has ambitious plans for 2025. It seeks to maintain its top-three position in the kids' content space, expand its licensing and merchandise businesses, and grow its digital gaming portfolio. The recent success of the Oggy mobile game has encouraged Sony YAY! to delve deeper into gaming. The channel’s nine YouTube channels, alongside value-added services like Anime Booth on Airtel and anime local on Tata Play, complement its TV offerings to ensure maximum engagement.

Sony YAY! is also strengthening its in-house animation capabilities through its YAY! Animation studio, which co-produces Indian animation shows for global audiences. Two new Indian IPs are expected to launch in 2025, reflecting the channel’s hybrid strategy of acquiring international properties while creating original Indian content.

Addressing industry challenges, Chakraborty acknowledged that upskilling talent in animation remains a hurdle. He noted the importance of creating global-standard Indian animation and the channel’s commitment to nurturing skilled professionals in the field.

With a clear roadmap for innovation and growth, Sony YAY! is poised to solidify its position as a leader in the kids’ entertainment space, blending iconic programming with diverse strategies to keep audiences hooked.