Kids
Sony YAY! expands regional reach with Odia-dubbed kids programs
Mumbai: Sony YAY! becomes the first kids’ channel to offer its most popular kids programs Shin chan, Oggy and the Cockroaches and Honey Bunny in Odia language. This initiative is to cater to the growing viewership from young audiences in Odisha.
With over 1000 hours of unique content and a weekly reach of over 15 million, Sony YAY! will offer content in seven regional languages – Hindi, Tamil, Telugu, Malayalam, Bangla, Kannada, and Odia. This launch allows children in Odisha to enjoy three iconic shows – The leading chase comedy Oggy and the Cockroaches, the longest-running pet comedy Honey Bunny, and the latest, biggest addition to their eclectic lineup, the iconic show – Shin chan.
Sony YAY! business head Leena Lele Dutta said, “Within the enchanting world of animation, toons aren’t just characters; they’re companions, confidants, and cherished playmates in the imaginative landscapes of childhood. When toons engage in dialogue that resonates with the innocence and wonder in young audiences, they transcend mere entertainment to become treasured friends, speaking a language that resonates deeply with young hearts, further endearing themselves to their audience.”
SPNI head of distribution, sales & marketing Makarand Palekar underscored, “By 2025, 60 per cent of TV consumption is projected to be regional content, according to FICCI-EY projections. Our strategic expansion into the Odisha market fortifies our ability to cater to the unique preferences of Odia-speaking audiences. The launch of our Odia feed cements our presence in this dynamic market.”
The Odia-dubbed shows will be part of a general entertainment channel (GEC) bundle, offering families high-quality entertainment at an affordable price, reinforcing SPNI’s commitment to its audience across diverse linguistic backgrounds.
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
