EACH YEAR, 5-6 NEW ADVERTISERS ENTER THE KIDS’ CATEGORY: DUTTA

Sony Yay, the first kids’ offering from the Sony Pictures Networks India, turned two recently. In two years, it has tripled its content bank to 300 hours by adding 100 hours of fresh content targeting the summer holidays. Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids Genre, shares projections for the next year and tells us about the channel’s activation with SonyLiv.

ON GROWTH PROJECTIONS THIS YEAR: By the end of the third year, we will be comfortably placed in the top five, if everything goes well from the distribution front and content striking. Our endeavour is to be in the top 5 ranking this summer. Right now, there is a distinct market leader and there is a huge gap between number 1 and 2. We have been fortunate that we have only seen an upward trend. So in the coming year, we see ourselves confident to be among the top five and exploit our IPs and characters in other ancillary revenue streams.

ON THE SONYLIV ACTIVATION: Our full form content is going to be available on the SonyLIV app. Over and above that, we will have games, puzzles and interactive stuff. We have also heavily invested in games. Two games will be launched this summer, which means a total of eight games this year. That’s our plan for Digital as of now. Additionally, we have an existing bank of parent users with SonyLiv, which means we have a strong ecosystem that can help us get a good reach.

ADVERTISER INTEREST IN THE NICHE KIDS’ CATEGORY: Advertisers know that the kids’ category can no longer be ignored. Today, one out of every three households has a child. Each year we see 5-6 new brands coming to the category, which is encouraging. Right now Adex has grown by 18 %. We have fuelled growth in last two years in this category. Our Adex has more than doubled.