MUMBAI: Sony YAY!, the soon-to-be-launched kids’ entertainment channel from Sony Pictures Network, has roped in the country's newest heartthrob Tiger Shroff as the brand ambassador and face of the channel.

This would be the debut television association of the young star whose popularity amongst children is today unbounded.

Confirming the news, SPN Kids Genre business head Leena Lele Dutta says, “We are excited to have Tiger Shroff as Sony YAY!’s brand ambassador. Kids, across the country, relate to him and consider Tiger as their icon. Given his affinity with kids, we could not have found a better representative for our channel”.

www.indiantelevision.com had earlier reported that the network is gearing up to launch another channel, Sony kids channel, in April.

This upcoming channel will be the second kids channel from the SPNI stable. At present, Sony runs Animax, which was launched on 5 July 2004. “The kids channel will be organic, local and everything will be produced in India," SPNI CEO N P Singh said in an interview. Dutta was already associated with Sony Pictures Television for a long time.

Apart from Dutta, the network appointed Sujoy RoyBardhan as the AVP and marketing head for the channel. Prior to joining SPNI, RoyBardhan was working with Viacom18 as the director - marketing.

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