Shin chan has long been a favourite with Indian kids, and leveraging this popularity, Indian entertainment broadcaster Sony YAY! launched the show on 20 May 2024.
“Shin chan has struck a chord with Indian audiences for many years now. We think the IP is a great fit for our channel,” Sony YAY! programming head Ronojoy Chakraborty told AnimationXpress in an interview. “Shin chan’s charm and mischief will resonate with our audience.” Currently, the channel airs episodes from Monday to Friday at 11 am and 5 pm.
Based on the Japanese manga series Crayon Shinchan by Yoshito Usui, the animated show follows the antics of a naughty five-year-old Shin chan. Indian children are already familiar with the character as it has been airing on Disney’s Hungama channel. When asked how Sony YAY! plans to build its audience for the show, Chakraborty revealed, “To distinguish our offerings, we have brought new episodes and movies of Shin chan that have never been aired in India before.”
The broadcaster has ambitious plans to create a Shin chan multiverse. It has promoted the show in major metropolitan cities through its flagship on-ground event – the Giant Wheel Festival – and is also conducting multiple mall activations, meet and greets, and outdoor promotions. The channel believes that combining digital and on-ground promotions solidifies its audience’s connection with their favourite characters.
Apart from Shin chan, the channel is home to another widely popular character – Naruto. Sony YAY! launched the anime show in five languages in August 2022, and it has only grown since. “The first season of Naruto reached around 13.4 million people, and it currently attracts 40 million viewers,” Chakraborty shared. Naruto: Shippuden, which the channel started airing in March this year, is among the top two programs in its prime-time slot (according to BARC India data from week 12 to 18 2024) and has been viewed by more than five million people.
Capitalising on Naruto’s popularity, the channel went one step further in community engagement by launching the IP’s merchandise in March 2023. Initially partnering with India’s retail chain outlet Souled Store, they introduced Naruto-themed apparel, accessories, footwear, and personal care items. The channel then collaborated with fashion brand Only to bring the IP’s clothing line to Only’s 51 stores across India. “This step has not only solidified our presence in the anime community but has also attracted a new and diverse audience,” Chakraborty mentioned.
In an earlier interview, AnimationXpress learned that Sony Pictures Networks India’s animation division, YAY! Animations, is producing an anime-style show with a Japanese studio. The show titled Karna – The Guardian will blend the rich Indian storytelling with the creative prowess of Japan’s Ascension.
While the broadcaster could not divulge much about this show, it hinted at exciting developments ahead for anime fans in India. “There is a growing interest in anime among Indian audiences, and we are committed to enriching the overall experience of fans in the country,” Chakraborty concluded.
