New Year celebrations have started early at Sony YAY! as the channel concludes the year with the number one position across all key urban + rural markets (All India Urban + Rural, All India Urban, HSM Urban), with a viewership of 47.7 AMA (in millions) in week 51’21. This momentous feat is led by the channel doubling its share over a period of 18 months to become number one with a market share of 13.4 per cent. This steady rise was engineered by the channel’s consistent efforts to curate and deliver a memorable entertainment experience for their young fans by bringing them their favourite shows and characters through an exhaustive and rich content width.
The high-on-entertainment year featured an extensive content library with 200+ hours of new shows, movies and characters like the kids’ favourite show Oggy and the Cockroaches with a new twist, Obocchama Kun, the first ever animated avatar of the most famous Gokuldham society – Taarak Mehta Kka Chhota Chashmah and many more! Young audiences have showered their love and support on this expanded YAY! toon universe as the entire month, Oggy and the Cockroaches (8.30-10 am and 1.30-3 pm) and Obocchama Kun (10.30-1 pm and 7.30-9 pm) have been consistent slot leaders with 16.1 per cent and 14.4 per cent average slot share respectively.
This milestone marks the shift of the channel from being a challenger brand to now being one of the category leaders.
Sony Pictures Networks India, kids’ genre business head Leena Lele Dutta commented, “We aimed to deliver the best of kids entertainment in the category this year with a strong content line-up. This resulted in our consistent growth and leadership across key markets, ultimately achieving an all India leadership position. It is very heartening to see the overwhelming response our shows have received time and again. As we fortify our leadership position in the category, the next year is set to bring more such momentous occasions on the back of several new offerings.”