Sony YAY! Plans To Acquire More Anime Titles In The Future
Sony YAY! is looking to expand its anime offerings following the success of Naruto and Naruto: Shippuden on its channel, according to Ronojoy Chakraborty, Head of Programming at Sony YAY!.
Naruto achieved unprecedented success on Sony YAY!, amassing over 63.2 million viewers across India, whereas Naruto: Shippuden has reached over 30 million viewers.
In an interview with Animehunch, Chakraborty discussed the broadcaster’s broader strategy for anime acquisition and hinted at plans to secure more titles in the future.
Chakraborty explained that the acquisition of Naruto went beyond just airing the show.
Sony YAY! took on the role of a master licensor, obtaining the rights to not only broadcast the series but also to market and merchandise it across various platforms.
The company dubbed the show into several local languages and created a dedicated time slot for the series.
“As a broadcaster, we have avenues to promote a show – how to put it on the platform and so on, which we did. We acquired one of the best properties in the world which is Naruto. We dubbed it in local languages. We acquired the licensing rights for Naruto. We have tied up with different outlets. We have become the first master licensor for it in India. We have created a slot on the channel for such kinds of shows. And this is how we have continued it.”
This multi-faceted approach, which includes marketing, licensing, and merchandise, is something Sony YAY! plans to replicate with any future anime acquisitions.
While Chakraborty did not disclose specific titles that Sony YAY! may be considering, he emphasized that the network’s focus remains on securing properties that appeal to their audience.
Given the strong reception of shonen titles like NarutoSony YAY! might likely continue prioritizing shounen anime that resonates with its core demographic of viewers aged 12 to 18.
However, Chakraborty also mentioned the potential for broader genres, such as shoujo, romance, sci-fi, drama, and fantasy, as the anime market in India matures.
Beyond anime, Sony YAY! is also working to expand its “toonverse,” which includes a mix of animated shows sourced from both global and Indian creators.
Chakraborty stressed the importance of engaging audiences of all ages, from young children to teens and young adults, by offering a wide variety of programming.
Shows like Shin chan (which incidentally is an anime) and original productions such as Honey Bunny Ka Jholmaal are part of this effort, creating a diverse entertainment platform that appeals to viewers across different states and languages.
Sony YAY! aims to continue growing its footprint in the Indian animation market by offering a diverse selection of shows that resonate with audiences, whether they are anime, homegrown cartoons, or international animated series.
