MUMBAI: After building a robust content portfolio for their young viewers and becoming the only home-grown kids’ channel in India with five languages – Hindi, Tamil, Telugu, Bengali and Malayalam, Sony Yay is set to add another feather to its cap by soon launching English audio feed.
Indiantelevision.com has learnt that Sony Yay plans to capitalise on the channel's popularity via merchandising. Earlier, the channel entered into an agreement with Black White Orange (BWO), a licensing, merchandising and brand agency. The deal includes toys, stationery and apparel.
Recently, the channel launched another original show KickO and Super Speedo by investing in excess of Rs 50 lakh per episode.
"KickO and Super Speedo is extremely popular with the kids. The response to it has been phenomenal," SPN, CEO, N.P Singh said about the show that has been produced by Green Gold animation.
In an earlier interaction, Sony Yay business head Leena Lele Dutta had said that the channel’s initial plan was to come up with a Marathi audio feed instead of Malayalam. The plan could include adding Marathi audio feed sooner or later, but it hasn’t been decided yet.
She added, “We want to explore Maharashtra as it constitutes 14 per cent of our portion [target audience]. But we didn’t want to upset the apple cart right now. We decided to stick to our Hindi feed and [therefore] we saw an opportunity to venture into Kerala, considering its dynamics.”
When it comes to other players in the market, Nickelodeon has also rolled up its sleeves to launch a new show named Rudra, while Little Singham has been Discovery Kids' latest offering. Taking the plunge into original animated content, the broadcasters seem to been doing interesting work having set high standards.
According to BARC data’s week 23, Nick channel garnered the leadership position with 129549 impressions (000s) sum. Hungama, Disney, Pogo TV and Cartoon Network stood at second, third, fourth and fifth positions with 120088 impressions (000s) sum, 82281 impressions (000s) sum, 80816 impressions (000s) sum and 77470 impressions (000s) sum respectively.
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