Kuala Lumpur, Malaysia – Sony YAY!, a kids entertainment channel under Sony Pictures Networks India, has launched on Malaysia’s unifi TV, owned by Telekom Malaysia. The channel is in the Tamil language and includes seven kid’s entertainment shows including Sab Jholmaal Hai (Honey Bunny), Guru Aur Bhole, Taarak Mehta Ka Chhota Chashma, Kicko & Super Speedo, Paap-O-Meter, Prince Jai aur Dumdaar Viru and HaGoLa.
Sony YAY! is expected to tap into the prominent Tamil-speaking population of the region which comprises a total of 1.8 million people – the third highest in the world, after India and Sri Lanka. Considering the significant size of the Tamil-speaking audience in this region, the launch is a perfect opportunity for the channel to extend its content offerings to an expanded audience base across the South Asian market.
The launch of the channel in Tamil on one of the largest platforms Telekom Malaysia Berhad (unifi TV) is further set to aid the channel in terms of reach and access. Sony YAY! will be accessible to the subscribers of unifi TV under the Varnam Plus Pack and the Ultimate Pack.
Speaking of the launch, Leena Lele Dutta, EVP and business head at Sony YAY!, said, the span of five years since we launched Sony YAY! the channel has rapidly risen to become the number one kid’s entertainment channel in India. The current Indian channel portfolio in Malaysia has a huge potential and with the launch of Sony YAY! in Malaysia, we will be leveraging this opportunity and extending our diverse range of enthralling kid’s entertainment options to an extremely new and vibrant set of audiences. The launch has made us optimistic about newer opportunities that we can explore to reach young audiences across geographies.”
Meanwhile, Neeraj Arora, EVP and head of international business at Sony Pictures Networks India, commented, “As one of the fastest-growing kid’s entertainment channels in the Indian subcontinent, Sony YAY! has consistently made efforts to become the ultimate entertainment solution in the kid’s genre. The channel has curated and brought a bouquet of international shows and IPs to Indian audiences. This partnership with Telekom Malaysia Berhad will help us cater to the appetite of the rapidly growing audience across the Malaysian market and solidify our position in the global kid’s entertainment segment by bringing popular Indian shows to global audiences.”