Sony Yay! Launches Kids’ Channel in India
Sony Pictures Networks India has launched a children’s channel Sony Yay! taking on Disney India, Viacom18 (which runs Nick and Sonic), Turner India (Cartoon Network, Pogo and Toonami), Discovery Kids and Indian company SunTV’s kids channels.
According to a recent entertainment-industry report by consulting firm KPMG India, local content makes up 50 percent of programming for leading juvenile channels, and initially, Sony Yay! will feature locally produced content including animated shows, says The Hollywood Reporter.
The channel is targeted for children aged 2 to 14. Company CEO N.P.Singh said: “It goes without saying that the Indian television industry is at an interesting crossroads, with the kids genre being a front-runner in demanding innovation and freshness.”