With summer season holidays across the nook, children style channels are build up their content material line-up to interact their viewers for the months of April, May and June. Sony YAY!, the youngsters leisure channel entrance the secure of Sony Pictures Network India claims to have doubled down on its content material line-up for FY23. “Since our launch five years ago, Sony YAY! has grown multifold and has been able to garner more than 43 million viewers on television across the country. We have increased our investment in content by 50-60% for FY23 and over these three months of summer vacations, we have new episodes of our existing shows as well as new shows lined up for our viewers to be launched every 15 days,” Leena Lele Dutta, EVP and enterprise head, Sony YAY!, instructed BrandWagon Online.
The channel has rolled out new episodes of its tentpole exhibits equivalent to Oggy and the Cockroaches and anime present Obocchama Kun. Taarak Mehta Kka Chhota Chashmah which is an animated model of the broadcaster’s in style basic leisure (GEC) present Taarak Mehta Ka Ooltah Chashmah, shall be again with a 3rd season together with a film based mostly on the present for tv slated to be launched in May. In June, the channel plans to launch its new IP titled Ha.Go.La. Furthermore, the channel will roll out a brand new anime present and new episodes of Haste Raho Henry and Ding Dong Bell. In July, Sony YAY! goals to launch its new IPs equivalent to Pajama, and has two new exhibits lined up for festive season and Diwali holidays. According to Dutta, this yr the main focus shall be on dubbing of worldwide exhibits into regional languages. “Our scriptwriters are getting involved with kids and picking up the language nuances and Indian references. These nuances are being incorporated in the dubbing, allowing us to make our dubbed content more engaging and relatable to the kids,” Dutta acknowledged, including that the channel has included this throughout languages together with Hindi, Tamil, Bengali, Telugu, amongst others.
Interestingly, Sony YAY!’s content material providing goes past tv to digital medium as properly. With 9 YouTube channels in play, the broadcaster has a separate content material line-up deliberate for digital. “Today we have limitations on the kind of programming we air on TV due to ratings; however, with digital, we have no such limitations. Hence, we are able to roll out content which caters to every demographic. While there are shows on YouTube which are based on characters from our TV content, we are also making shows exclusively for digital,” she defined. Currently Sony YAY!’s YouTube channel has 4.21 million subscribers whereas its tentpole digital present Adventures of Kicko & Super Speedo, which runs on an impartial channel, has 3.09 million subscribers.
The broadcaster has deliberate a 360 diploma advertising technique for the yr, giving equal significance to each above-the-line (ATL) and below-the-line (BTL) activations. Sony YAY! has inked an unique partnership with KidZania, whereby children in Mumbai and Delhi will get an opportunity to work together with toons. In addition, the channel has deliberate canter exercise in over 70 cities that includes Honey Bunny and Oggy. The channel additionally plans to do mall activations, and has partnered with a lodge chain for thematic brunches. Licensing and merchandising of apparels, promotional licensing with completely different classes equivalent to ice-creams and confectioneries are additionally a few of BTL actions deliberate by Sony YAY!. As for ATL, the channel claims to have taken a mixture of channels for his or her adverts which shall be featured throughout GEC, motion pictures and sports activities genres. “We run TV ads with an aim to capture new audiences and make them land on our channel. We usually plan ATL activations by buying ad spots for our regional channels where we don’t have a dominant position. Therefore, the plans will be specifically designed for regional markets such as Tamil Nadu or West Bengal to boost our regional viewership numbers,” Dutta elaborated.
As for commercial income, whereas the channel didn’t share any particular numbers, Dutta highlighted that this yr the channel isn’t income numbers simply as an FCT play however is focussing on offering a holistic branding expertise to their advertisers – from airing advertisers’ adverts on the channel, integrating the model on the vans alongside the characters and permitting children to pattern their merchandise, sporting characters on the model’s product, to launching an unique informal sport of the model, offering them with engagement factors. “It’s no longer about getting decent ad rates but about how we increase the overall association of our client on our channel. Brand managers are not looking purely at FCT as much as they are focussing on wholesome integration,” Dutta acknowledged.
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Source: www.financialexpress.com”