IGN Otaku Update #4: Sony YAY!’s Naruto Broadcast & Merchandising Success, Shin chan Lineup Expansion
In this edition of the animanga-focused column series, we talk to Ronojoy Chakraborty of Sony YAY! and Sony Pictures Networks India about the channel's content strategy as well as its foray into licensing & merchandising.
IGN Otaku Update is IGN India's original column series exclusively dedicated to covering the burgeoning animanga fandom and market in India and beyond.
Sony YAY!, home to anime shows like Naruto and Naruto Shippuden since August 2022, has become a growing hub for anime fans on Indian television. By airing anime in five languages — Hindi, Tamil, Telugu, Bengali, and Malayalam — the channel has deeply penetrated the Indian audience and made anime more accessible. The next big acquisition for the channel, announced in April on its seventh anniversary, is the popular anime Crayon Shin-chan, known simply as Shin-chan in India (broadcasted as Shin chan by Sony YAY!).
- Shin chan: BakuMori Kung Fu Boys (2018)
- Crayon Shin chan: Crash! Rakuga Kingdom and Almost Four Heroes (2020)
- Crayon Shin chan The Movie: The Tornado Legend of Ninja Mononoke (2022)
- Shin chan: Battle of Supernatural Powers (2023)
This has been a boon for Shin chan fans, as the show has been airing in India since 2006. Getting to see the newer episodes and films has been a major event for fans.
Regarding the decision to bring Shin chan to Sony YAY!, head of programming Ronojoy Chakraborty, Sony Pictures Networks India, told IGN India:“Shin chan has been one of the most popular IPs in India for a long time. We have the new episodes, seasons, and movies on our channel. We knew why Shin chan was already popular amongst kids, and we wanted to have the show on Sony YAY! because it’s a perfect fit for our channel.”
Naruto
Naruto and Naruto Shippuden are cornerstones of Sony YAY!, bringing the channel to the attention of anime fans after it began airing this popular show. Among the top two programs in their prime time slots, which is 10 PM on Sony YAY!, Naruto Shippuden’s market share stands at approximately 14%, according to data from BARC India. This is higher than other channels in the animation category. Furthermore, Naruto Shippuden has reached 5 million viewers via Sony YAY!
Partnership and Licensing
Sony YAY! is not only in the broadcast game but also extends to licensing and merchandising. The channel collaborated with clothing brands to bring official Naruto-themed merchandise.
Chakraborty said that Sony YAY!’s strategy is to acquire shows that resonate with its audience. “When we launched Naruto, we launched it alongside the merchandise and licensing. It created a 360-degree solution in which we took licensing, merchandising, experiential zones, gaming, and digital as well.”
This strategy was also applied to Naruto Shippuden, leading to partnerships with brands like The Souled Store and Only, the latter partnership consists of 12+ SKUs in both online and offline stores. In fact, The Souled Store launch saw immense success, with the TG (adolescents and young adults) category seeing the highest first-day sale of over 20 lakhs within a month of launch.
The channel aims to have more such partnerships in the future, considering the success.
Other Programming on Sony YAY!
Sony YAY!’s programming includes homegrown IPs like Honey Bunny, which consists of 470 episodes and movies. The channel’s portfolio includes 7–8 IPs, with additional content available on partner networks. Chakraborty teased that another local show from Sony YAY! will be announced in October. Other popular shows on the channel include the French animated series Oggy and the Cockroaches.
Got any news tips, or want to discuss a possible story? Email us at ign_india@ign.com
Rayan Sayyed is a staff writer for IGN India with a primary focus on Asian entertainment spanning from anime, manga, games to films and dramas from the East. You can reach out to him at rayan_sayyed@ign.com, or find him on Twitter @rayanaver and Instagram @rayansayyed.
