Mumbai: Sony YAY! becomes the first kids’ channel to offer its most popular kids programs Shin chan, Oggy and the Cockroaches and Honey Bunny in Odia language. This initiative is to cater to the growing viewership from young audiences in Odisha.

With over 1000 hours of unique content and a weekly reach of over 15 million, Sony YAY! will offer content in seven regional languages - Hindi, Tamil, Telugu, Malayalam, Bangla, Kannada, and Odia. This launch allows children in Odisha to enjoy three iconic shows - The leading chase comedy Oggy and the Cockroaches, the longest-running pet comedy Honey Bunny, and the latest, biggest addition to their eclectic lineup, the iconic show - Shin chan.

Sony YAY! business head Leena Lele Dutta said, "Within the enchanting world of animation, toons aren't just characters; they're companions, confidants, and cherished playmates in the imaginative landscapes of childhood. When toons engage in dialogue that resonates with the innocence and wonder in young audiences, they transcend mere entertainment to become treasured friends, speaking a language that resonates deeply with young hearts, further endearing themselves to their audience."    

SPNI head of distribution, sales & marketing Makarand Palekar underscored, "By 2025, 60 per cent of TV consumption is projected to be regional content, according to FICCI-EY projections. Our strategic expansion into the Odisha market fortifies our ability to cater to the unique preferences of Odia-speaking audiences. The launch of our Odia feed cements our presence in this dynamic market."

The Odia-dubbed shows will be part of a general entertainment channel (GEC) bundle, offering families high-quality entertainment at an affordable price, reinforcing SPNI's commitment to its audience across diverse linguistic backgrounds.