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Speaking about the trends that dominated the television sector in 2024, Sujoy Roy Bardhan, Marketing Head at Sony YAY!, said, “The rise of anime fandom on television has been a major trend in 2024, with Sony YAY! leading the charge. The channel pioneered 24x7 Hindi, and other local languages like Tamil and Malayalam anime content through value-added services like Anime Booth on Airtel and Anime Local on Tata Play, offering fans constant access to popular anime titles such as Naruto and Naruto: Shippuden. Alongside anime, Sony YAY! saw significant growth in iconic toons, such as Shin-chan, Oggy and the Cockroaches, and Honey Bunny. These shows and anime hits contributed to the channel’s growing viewership. To support this, Sony YAY! aired never-before-seen episodes and movies of Shin-chan, dubbed in multiple regional languages, and expanded its regional reach with kids’ programmes. By blending international and localized content, Sony YAY! solidified its leadership in the television space, becoming a go-to destination for kids' entertainment.”
Elaborating on the trends he expects for 2025, he said, “Sony YAY! is focused on growing its footprint in the Indian animation market by offering a diverse range of content, including homegrown cartoons, international series, and anime. The success of Naruto: Shippuden underscores the increasing popularity of anime among India's youth, marking its transition from a niche interest to a mainstream passion. We are dedicated to leading the kids' entertainment space while positioning anime as a cultural phenomenon in India.”
He went on to outline three key trends for the television sector in 2025:
- Growing Popularity of Anime
“In 2025, anime will continue its surge in popularity in India, with television channels increasing their anime offerings. Sony YAY! is expected to lead this growth by expanding its anime slate with more localized content and regional-language dubs. The success of Naruto: Shippuden has already demonstrated the demand, and anime will play a key role in shaping the kids' television landscape. Additionally, the expansion of anime will be supported by growing licensing and merchandising efforts, with partnerships spanning multiple categories such as apparel, toys, and accessories. This will further enhance fan engagement and solidify anime as a mainstream cultural phenomenon.” - Moving from Shows to IPs
“The trend towards multi-platform ecosystems will grow stronger in 2025, as channels like Sony YAY! continue to integrate TV, gaming, digital content, and on-ground events. This holistic approach, as seen with Sony YAY!'s #Happyverse, will provide kids with constant engagement across various touchpoints. Expect more interactive and immersive experiences, blending traditional TV programming with innovative digital and experiential offerings to keep young audiences engaged beyond the screen.” - Rise of Customized Content and AI Integration
“The influence of AI in storytelling can redefine television in 2025, enabling deeper audience engagement and more dynamic content. AI can help analyse viewer preferences, allowing for adaptive programming schedules and marketing preferences. Storylines and characters can evolve in real-time based on audience feedback, powered by AI-driven insights. These technological improvements can create immersive and tailored viewing experiences, ensuring that kids remain captivated while fostering a stronger connection to their favourite shows and characters.”
