April 25-2019
Fun and content will be ‘2X’ on Sony YAY! as they turn two!

Sony YAY! has promised to double the fun and masti for the kids this summer season, as the kids channel turns two! With a slew of summer activities lined up, the channel with its kids-centric, home-grown content is all set to give youngsters a double dose of everything that they love.

The kids channel kick-started its summer activities with their birthday bash, with the ‘YAY! Day My Day!’ campaign on-air. With an objective to celebrate their second birthday, the channel gifted its young audiences a unique chance to decide the content line-up for their favourite channel. The idea was to let kids take over the channel for a day, and let them watch the shows of their choice.

Launched in 2017 with almost 95 hours of content, Sony YAY! was the only kids channel to have most number of IPs in the first year of its inception. This time, as SPN Kids genre business head Leena Lele Dutta mentioned at a press conference-2019 is going to be the year of 2X fun, content and everything at YAY!

The conference focused on :

  • Sony YAY! tripling its content bank to 300 hours since its launch, as it adds 100 hours of fresh content this summer with new episodes and 13 movies.
  • Sony YAY! is the only kid’s TV channel that serves content in seven languages – English, Hindi, Tamil, Telugu, Bangla, Malayalam and Marathi.
  • Sony YAY!  takes leadership position in the kids’ category in West Bengal, Maharashtra and Kerala consistently.
  • Sony YAY! is all set to go multi-platform with long and short content formats on Sony LIV, mobile games, screen integration initiatives and more.
  • Sony YAY! van activation across India to more than 115 cities.

“We started with a belief to create characters and stories that kids will love. It has been an exhilarating journey to be a part of kid’s lives. This summer we have planned loads of fresh content with 109 new episodes and 13 movies on TV. The characters however are character agnostic and every new platform is an avenue to bring these toons to life beyond just TV. Seven language feeds, digital extensions and consumer products are all a step towards a new phase of our journey and we have never been more excited,” Dutta added.

Leena Lele Dutta cutting cake with YAY!’s feline mascots Honey and Bunny

Kids will be treated to brand new episodes of Kicko & Super Speedo. He will be seen fighting evil, for the first time in four brand new movies – Kicko V/S Shrinko, Kicko and Super Speedo VS Benaam Woh, Kicko and Superspeedo in Return of The Devils and Kicko and Superspeedo in Future Man Attacks.

The mischievous feline duo undergo a revamp as Sab Jholmaal Hai gets renamed to Honey Bunny Ka Jholmaal with the fresh set of episodes which are expected to leave the kids spellbound.

Sony YAY!’s foray into the local languages adds to their attempt to reach out to wider younger fan base as it’s more comfortable for them to engage with them in their mother tongue.

With kids getting increasingly tech savvy with an access to hand-held devices at a very young age, the channel has ensured to give kids their favourite entertainment on the go. With fresh and engaging new games on mobile devices, a host of fresh and exclusive content for the Sony LIV! App like Lapet te Raho, to ensure that kids get their YAY! dose on the move.

Offline too, Sony YAY! has a plethora of initiatives planned to keep kids engaged with their favourite toons across India. Malls in Mumbai, Delhi, Chennai, Kolkata, Chandigarh, Ahmedabad, Lucknow and Kochi, will allow kids to meet their favourite YAY toons up-close and personal!

Sony YAY! also has van activation across India to more than 115 cities which will ensure the fun-filled characters meet and play with as many young fans. Besides this, associations with a host of brands, amusement parks, and a slew of merchandise will ensure kids go YAY! everywhere.

The channel’s intention is to build an ecosystem around kids where they meet and engage with their favourite Sony YAY! characters across the day.