Sony Pictures Networks India names its kids channel 'Yay'; to launch after IPL

Leena Lele Dutta will be business head, Yay; Sujoy Roy Bardhan to head marketing for the channel.

That Sony Pictures Networks India has been gearing up to launch a kids channel is known. Here's an update on that front: the network will call the channel 'Yay'. Sources have confirmed this news to afaqs!.

Moreover, the channel, we learn, is scheduled to go on air post the Indian Premier League; the tournament ends on May 21, 2017.

"At the moment, the entire network is concentrating on its flagship property IPL. Yay, a channel that will target kids will only go live after IPL," says the source.

In a recent cover story interview with afaqs!, NP Singh, chief executive officer, Sony Pictures Networks India, said: "There are two gaps in our portfolio. One is kids and the second, edutainment... When we launch our kids channel it will have multiple feeds."

Recall that the network recently launched Sony BBC Earth, a factual entertainment channel.

Leena Leela Dutta, who joined Sony Pictures Networks India (then Multi Screen Media) in 2007 as executive director - distribution sales, India & South Asia, Sony Pictures Television, will work as business head, Yay. Before joining Sony, she worked at Ten Sports as vice-president, sales.

Sujoy Roy Bardhan, who joined SPNI as AVP and marketing head in November 2016, will head the marketing function at Yay.

The head of an Indian animation studio, tells us, "SPNI is focussing on home-grown content which is great for the animation industry at this stage. At this stage, a TV channel can afford to commission a new title, something a digital video platform cannot... Online video platforms, at this stage, are focussing on library content."

The studio head adds, "The animation industry used to generate substantial revenue from home videos (CDs and DVDs) - this has faded off totally. Hence, the more avenues arrive, the the better it will be for the industry... there is huge head-room for growth."

It now remains to be seen how SPNI will market the channel to its TG, kids, and their parents.