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Sony YAY!

Sony YAY! is an pay television channel dedicated to children's entertainment, owned by Culver Max Entertainment and launched on April 18, 2017, as a replacement for the channel.
It targets viewers aged 2 to 14, offering a diverse lineup of , cartoons, and to promote fun, learning, and cultural relevance through dubbed and original content.
The channel broadcasts 24 hours a day across multiple platforms, including direct-to-home services, digital cable, and streaming on , making it accessible to a wide audience in . Initially focusing on homegrown Indian animations like Guru Aur Bhole and Sab Kuch Dikhta Hai, Sony YAY! has expanded its programming to include international hits and popular anime series to appeal to evolving viewer preferences.
Key offerings feature dubbed versions of global favorites such as Naruto Shippuden and Jujutsu Kaisen, alongside original shows like CID Squad, Honey Bunny, and Chimpoo Simpoo, blending adventure, comedy, and educational elements.
In recent years, the channel has shifted to target older children and tweens with more mature anime content, including the 2025 launch of CID Squad to reach audiences up to age 35, while maintaining its core family-friendly ethos. Sony YAY! is available in seven languages—Hindi, , , , , , and English—to cater to 's linguistic diversity, with identical programming across feeds to ensure consistent entertainment quality.
This multilingual approach, pioneered as the first kids' channel to offer feeds in , , and , enhances regional engagement and positions it as a leader in inclusive children's media.
Under Culver Max Entertainment (formerly ), the channel continues to innovate with festive specials, telemovies, and fresh content to foster creativity and joy among young viewers.

History

Launch

Sony Pictures Networks India (SPNI) announced the launch of Sony YAY! as a dedicated children's entertainment channel on April 13, 2017, with the channel officially going live on April 18, 2017. This marked the rebranding of the existing channel, which had been broadcasting since July 5, 2004, primarily focusing on programming for a teen and adult audience aged 13-35. The transition repurposed the linear slot to target younger viewers, while Animax's content was shifted to SPNI's new video-on-demand platform, . The pre-launch strategy emphasized a pivot from Animax's niche, adult-oriented anime to a family-friendly format centered on edutainment and entertainment for children aged 2-14, aiming to capture a share of India's growing Rs 500 crore kids' TV market dominated by competitors like , , and . SPNI positioned Sony YAY! as a "homegrown" offering to resonate with Indian families, incorporating culturally relevant stories and values while blending education with fun to foster creativity and learning among preschoolers and school-aged kids. At launch, Sony YAY! debuted with four original Indian-produced , each comprising 52 episodes of 22 minutes, produced in-house to highlight local talent and narratives: musical comedy Guru Aur Bhole, pet adventure comedy Sab Jholmaal Hai, fantasy drama Prince Jai Aur Dumdaar Viru, and ghost-themed comedy Paap-O-Meter. These shows formed the core of the initial slate, supplemented by dubbed international acquisitions, with the channel broadcasting 24 hours a day. The launch strategy focused on accessibility and localization, making Sony YAY! available immediately in , , and across direct-to-home (DTH) platforms and operators nationwide, without requiring additional fees for existing subscribers. This multilingual approach from day one aimed to broaden reach in diverse regions, prioritizing original content to build a strong domestic identity in the competitive kids' genre.

Key developments

In 2022, Sony Pictures Networks India (SPNI), the operator of Sony YAY!, transitioned its corporate identity to Culver Max Entertainment Private Limited, a wholly owned of Group Corporation, which facilitated expanded production capabilities and strategic alignments across its portfolio. This shift coincided with a network-wide on October 24, 2022, where all Sony channels, including Sony YAY!, adopted refreshed logos and graphics to better align with 's global branding ethos. Sony YAY!'s content strategy evolved significantly post-launch, with a notable surge in . By the end of 2020, the channel had introduced over 90 hours of fresh content across existing shows and new movies in various genres, strengthening its appeal to young audiences. Building on this momentum, in December 2022, the channel announced a renewed emphasis on local production, unveiling four new original titles slated for rollout in 2023 and 2024: Karna: The Guardian, C.I.D. Squad, Maya & the Magic Makeup Box, and . These initiatives included co-productions with international partners, such as a Japanese studio for Karna: The Guardian, and aimed at exporting content globally while drawing from regional Indian stories. By 2025, Sony YAY! had solidified its position as an "animation powerhouse" under Culver Max Entertainment, with ongoing investments in original intellectual properties tailored for merchandising and multi-platform distribution. This included expanding production capabilities to create shows not only for the channel but also for other broadcasters and streaming services, fostering diverse revenue streams through character-driven content rooted in . A key strategic pivot in 2025 involved enhancing offerings through a dedicated late-evening block, featuring dubbed content in , , , , and to broaden accessibility. This initiative, launched in partnership with , introduced world premieres such as the new Obocchama-kun anime series in spring 2025, marking a significant expansion into high-profile Japanese animations for Indian viewers.

Programming

Original programming

Sony YAY! has emphasized since its launch, producing in collaboration with studios to deliver culturally resonant stories for children aged 2-14, incorporating elements of folklore, values, and everyday life. These homegrown shows aim to foster through , blending , , and moral lessons tailored to audiences. The channel debuted with four flagship animated series in April 2017, each comprising over 50 episodes to build immersive worlds. Guru Aur Bhole, a musical produced by Cosmos-Maya Studios, follows a wise guru and his young apprentice using and dance to resolve problems, teaching themes of friendship and creativity through original tracks by singer . Prince Jai aur Dumdaar Viru, from Phoebus Media, features superhero-like action- adventures of a young prince and his strong companion, emphasizing bravery and the blend of tradition with modern challenges. Other early originals include Sab Jholmaal Hai, a family-oriented about mischievous pets from Animation India, and Paap-O-Meter, a fantasy series from Ssoftoons Entertainment involving ghost detectives who use a detector to solve mysteries. In , Sony YAY! expanded its originals with four new animated titles focused on local narratives and diverse values, including environmental awareness and . Karna: The Guardian, co-produced with a studio, reimagines the hero in a science-mythology fusion, promoting bravery and ethical dilemmas across 12 episodes. C.I.D. Squad depicts teenage detectives solving crimes in a style, instilling moral lessons on and teamwork over two seasons of 26 episodes each, and it won Best 2D at the ANN Awards in 2025. Additional series like Maya & the Magic Makeup Box explore self-discovery through fantasy and , while Young Aviators integrates edutainment on aviation science and interactive missions to encourage curiosity about topics. All original content is developed in-house by or partnered Indian animation studios, ensuring cultural tailoring with dubs in , , , , , , , and for broad accessibility. Edutainment features prominently, such as math and science integrations in episodes of Young Aviators and problem-solving morals in C.I.D. Squad, aligning with the channel's goal of 80% local production to promote Indian values like diversity and . Original series premiere in slots, including mornings and evenings, to capture viewing hours, with episodes airing daily to maintain engagement. By 2025, the channel has shifted toward building from these shows for merchandise and extensions, such as toys linked to Honey Bunny Ka Jholmaal—a 2019 comedy about animal friends—and video games based on Karna: The Guardian for platforms like , enhancing global market potential.

Acquired programming

Sony YAY! has licensed a variety of international animated series to diversify its lineup, focusing on dubbed content suitable for children aged 6 to 14. Key acquisitions include the French slapstick comedy Oggy and the Cockroaches, which features chaotic chases between a cat and three mischievous cockroaches, with over 500 episodes dubbed for the channel since its premiere in October 2021. Japanese anime titles such as Crayon Shin-chan, centered on the antics of a precocious kindergartener, were added in April 2024 to appeal to fans of mischievous humor. Similarly, Naruto Shippuden, an action-adventure series following a young ninja's quest, has been dubbed and airs in regional languages to engage older kids in the target demographic. The channel expanded its anime offerings in 2025 through a dedicated block announced in March 2025, introducing titles including , a satirical story scheduled to premiere on November 22, 2025; , which premiered on April 7, 2025; ; and . Earlier acquisitions from the channel's initial years include Western animations like the series, emphasizing puzzle-based adventures; , featuring the magical forest-dwelling creatures; and Jumanji: The Series, an animated adaptation of the with supernatural challenges. All acquired programming undergoes adaptation for the audience, with dubbing in , , , , and to ensure accessibility across regions. Content is edited for age-appropriateness, removing mature elements while preserving core narratives for the 6-14 age group. In , Sony YAY! added 63 hours of such licensed content, including animated movies, to bolster its library during the early pandemic period. Acquired shows primarily occupy afternoon time slots to capture after-school viewership, complementing the channel's as its foundation. For instance, new episodes of premiere Monday through Friday at 1:00 PM, with variations in timing for other titles like at 1:30 PM.

Branding and identity

Logos and graphics

Sony YAY! launched with an initial on April 18, 2017, featuring a colorful, playful that incorporated "Sony YAY!" in bold yellow and blue letters, along with cartoonish exclamation marks and animated bursts designed to evoke excitement and joy targeted at young audiences. This was created by Tonika Studio as part of the channel's first-ever kids' package, emphasizing a child-scale aesthetic where elements like levers and knobs appeared activated by children's hands, fostering an interactive and whimsical feel. The won the Silver Promax BDA Asia 2017 award for Best Original Logo Design, recognizing its impactful and child-friendly appeal. In October 2022, Sony YAY! underwent a brand refresh as part of a broader across channels, introducing a modern, minimalist with rounded fonts and vibrant gradients in pink, yellow, and blue hues, integrated with SPNI branding elements inspired by the "S" curve. This included new motion graphics for bumpers, idents, and transitions, utilizing energetic colors from a light spectrum to create a unified visual thread emphasizing fun, or "masti," while aligning with the network's intersection of technology and entertainment. The channel's graphics package features custom animations for show intros, incorporating character cameos and synchronized sound effects to enhance viewer engagement. Overall, Sony YAY!'s design philosophy prioritizes child-friendly, high-contrast colors for optimal TV visibility, evolving from the sleek, anime-focused aesthetic of its predecessor to a more whimsical, playful appeal tailored for kids' entertainment.

Slogans and promotions

Sony YAY! was positioned at its 2017 launch as the "Destination for Unlimited Happiness" for children aged 2 to 14, emphasizing a blend of fun, original animated content, and engaging experiences tailored for young Indian audiences. This primary tagline underscored the channel's commitment to delivering joyful, non-stop entertainment through homegrown programming, with actor Tiger Shroff serving as the inaugural brand ambassador to appeal to families. A key launch promotion highlighted four original Indian animated series—such as Guru Aur Bhole and Sab Jholmaal Hai—designed to foster creativity and laughter, marking Sony Pictures Networks India's entry into the competitive kids' TV market. Complementing the core tagline, Sony YAY! frequently employed variations like "non-stop masti & MazzYAY!" in ongoing promotions to evoke playful energy and regional cultural resonance, where "masti" translates to fun in Hindi. This phrase appeared prominently in social media campaigns and on-air announcements, reinforcing the channel's vibrant identity. Early promotional efforts included the 2017 "Finding Funny" interactive challenge, a two-month treasure hunt where the character "Funny" hid in broadcasts to encourage viewer participation and exploration during popular shows. Subsequent campaigns, such as the 2018 first birthday celebration featuring the "YAY! Gang" at Sony Pictures Networks events, extended this fun-focused approach through live activations and contests. By 2022, promotions evolved to celebrate milestones like the channel's fifth anniversary with a three-pronged strategy of "Entertain – – Explore," introducing fresh lineups and summer activities to deepen engagement amid the post-pandemic shift to hybrid viewing. Marketing tactics increasingly incorporated social media tie-ins on platforms like and , sharing short clips from originals such as to build community buzz, alongside merchandise promotions including toys and apparel tied to channel IPs. Parent-targeted advertising highlighted the edutainment value, positioning shows as tools for , often via cross-promotions on for on-demand access. In 2025, Sony YAY! shifted toward IP-driven promotions with an expansion, announcing "Project K"—India's first original series in collaboration with Japanese partners and —featuring kid-safe previews of action-packed stories to attract older children while maintaining family appeal. This initiative included targeted campaigns blending elements with , supported by like character apparel and events, reflecting a broader from general fun-centric messaging to specialized content integrations for sustained growth. As of November 2025, the block continued to dominate TV ratings with acquisitions like Jujutsu Kaisen, Shippuden, and , drawing record audiences and reinforcing the channel's branding as a hub for diverse animated entertainment.

Distribution and availability

Television broadcast

Sony YAY! is distributed as a pay TV channel across major direct-to-home (DTH) providers in , including at channel number 676, at channel 471, and at channel 519. It is also carried on prominent cable networks such as , where it appears in recommended packs alongside other children's channels, and at channel 426. The channel broadcasts in standard definition () format, with no widespread high-definition () feed currently available. To cater to India's linguistic diversity, Sony YAY! offers its primary feed alongside dubbed versions in regional languages, including , , , (Bangla), , , and Odia. These options are integrated into the channel's broadcast through multi-audio tracks or dedicated regional feeds, enabling accessibility via regional slots on DTH and platforms. This approach allows the channel to serve diverse audiences without requiring separate dedicated channels for each . The channel's signal is transmitted via satellite at 68.5°E, utilizing the C-band on frequency 3900 MHz horizontal polarization, with a of 22222 and FEC 5/6 in DVB-S MPEG-4 format. In electronic program guides (EPG) on major platforms, Sony YAY! is positioned within the children's genre section, typically alongside competitors like and , facilitating easy discovery by young viewers and parents. By 2025, Sony YAY! has achieved significant penetration, supported by its carriage on platforms serving a substantial portion of 's approximately 230 million television households as of 2025. According to BARC India metrics, the channel maintains a strong performance in the kids' demographic (ages 2-14), consistently ranking among the top performers in the genre during key periods such as summer 2025, driven by popular dubbed content and original programming.

Digital and streaming platforms

Sony YAY! content has been available on , the over-the-top () platform operated by , since the channel's launch in April 2017. The service provides full episodes of original programming, such as Akudo, along with movies and catch-up options for recent broadcasts, accessible via a free ad-supported video-on-demand (AVOD) tier or a premium subscription that offers an ad-free experience. Live streaming of the channel is supported on additional platforms including Watcho and JioTV, enabling real-time viewing across devices. The official Sony YAY! YouTube channel, established in late 2016, features promotional clips, short-form content, and select full episodes, reaching over 6.4 million subscribers by November 2025. In 2025, Sony YAY! launched a Crunchyroll-themed anime block on its linear channel, expanding access to dubbed Japanese anime titles, with related content available on Sony LIV to enhance the platform's appeal to older child audiences. The app, downloadable from and the , supports interactive features like multiple user profiles with and multi-language subtitles in , , , and other regional languages, while all content remains geo-restricted to . In response to a 2020 expansion that added 63 hours of new episodes and 16 movie premieres, video-on-demand offerings were significantly bolstered to include more localized dubbed content for on-demand consumption.

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