Sony YAY! Becomes India’s Anime Powerhouse with Naruto, Black Clover, and More Exciting Titles Coming Soon

Anime on Sony YAY! Everything You Need to Know | Titles, Dubs & More

Sony YAY!, which was previously primarily recognized for children's cartoons, has become India's top hub for anime enthusiasts. Following the unprecedented success of Naruto and Naruto: Shippuden, the channel has now acquired rights for Black Clover and is looking to introduce more hits such as Jujutsu Kaisen and Fullmetal Alchemist. Through alliances with streaming giants like Netflix and Crunchyroll, Sony YAY! hopes to dominate India's emerging anime industry through television broadcasts multi language dubs merchandise and digital availability.

How Sony YAY! Revolutionized with Naruto and Naruto: Shippuden

Sony YAY turned the Indian entertainment market upside down by introducing Naruto to television in 2024. The series was a hit from day one garnering 63.2 million viewers in India—a record for anime shows in the nation. Its continuation, Naruto: Shippuden came with 30 million viewers, indicating that Indian audiences love well-localized anime.

Master Licensor Strategy: It's More Than TV Shows

Sony YAY! didn't only broadcast these programs—it became a preeminent licensor, obtaining rights to dub, distribute, and merchandize. The channel dubbed Naruto into Hindi Tamil Telugu Malayalam, and Bangla for non-English speakers. A committed evening time slot further increased its popularity with more than 70% of adults aged 15+ demonstrating anime's crossover appeal.

Ronojoy Chakraborty, Head of Programming at Sony YAY!, explained: “We acquired one of the best properties in the world. dubbed it in local languages. and created a slot for such shows. This is how we’ll continue.” This strategy will apply to future acquisitions, ensuring shows resonate deeply with Indian audiences.

Black Clover Joins the Lineup: What’s Next for Sony YAY!

In March 2025, Sony YAY! brought on board Black Clover a popular fantasy anime series about a magicless boy who dreams of becoming the Wizard King. The acquisition is a sign of the channel intent to expand its anime library beyond the success of Naruto.

Upcoming Titles to Watch Out For

Industry insiders reveal Sony YAY! is negotiating for Jujutsu Kaisen Fullmetal Alchemist and Chainsaw Man. These titles cater to older teens and adults, reflecting Sony YAY!’s strategy to broaden its audience. Ambesh Tiwari, Business Head of Sony Kids and Animation, stated: “Animation is no longer just for children. We’re building a brand for all ages.”

The channel is also re-producing Obocchama-kun, a popular comedy anime, in association with Japan's TV Asahi. This action underscores Sony YAY!'s emphasis on the fusion of nostalgia and new content4.

Sony YAY!'s Multi-Platform Supremacy: TV, Streaming, and Merchandise

In order to become India's leading anime hub Sony YAY! is using TV streaming media and merchandise:

1. Television Broadcasts with Localized Dubs

Sony YAY! broadcasts anime on its flagship channel and two specialized DTH channels: Anime Local (Tata Play) and Anime Booth (Airtel). Together the channels draw 2 lakh subscribers per month at a cost of ₹55 per subscriber. The main channel evening slots appeal to teenagers and adults whereas daytime slots are targeted towards younger audiences.

2. Tie-ups with Crunchyroll and Netflix

Sony direct ownership of Crunchyroll enables smooth synergy. In 2024, Crunchyroll reduced its Indian subscription fees to ₹79/month and added Hindi dubs for series like Jujutsu Kaisen and Chainsaw Man. It intends Tamil and Telugu dubs by late 2025.

Concurrently, Netflix airs Sony YAY!'s licensed anime, accessing urban audiences who enjoy on-demand services. The dual strategy guarantees Sony YAY! reigns over linear TV and streaming.

3. Merchandising and Licensing Boom

From Naruto themed bags to Black Clover figurines Sony YAY! earns money from its anime library through collaborations with Indian retailers. This approach replicates Japan's model in which merchandise contributes to major revenue.

Why Sony YAY!'s Strategy Works in India

Breaking Language Barriers

The majority of Indian anime enthusiasts have been watching English-dubbed anime on Cartoon Network or Animax since childhood. Sony YAY!'s domestic dubs bring anime to smaller towns and cities, where Hindi and local languages prevail. To illustrate Naruto's Hindi dub increased its audience in Uttar Pradesh and Bihar.

Catering to All Age Groups

While Naruto and Black Clover find traction among teenagers, future titles such as Chainsaw Man are geared toward adults. This variety enables Sony YAY! to reach India's 600-million-strong under-25 population while holding on to older audiences.

Affordable Access Across Platforms

Crunchyroll's ₹999/year plan and Sony YAY!'s free TV broadcasts keep anime within the reach of the majority of households. Netflix and Amazon Prime Video, on the other hand, serve premium urban consumers.

Challenges Ahead for Sony YAY!

Competition from Global Streamers

Netflix and Amazon Prime Video already have popular anime such as Demon Slayer and Attack on Titan. To remain competitive, Sony YAY! requires exclusive rights and quicker dubs.

Balancing Adult Content and Family Viewing

Programs such as Jujutsu Kaisen contain violence and mature content, which may discourage family viewers. Sony YAY! has to schedule such content carefully to prevent backlash.

The Future of Anime in India

Sony YAY! success marks a tipping point for Indian anime fandom. With 100 million+ viewers already engaged the channel is poised to introduce more Indians to anime’s rich storytelling. As Ambesh Tiwari noted: “We’re just getting started. The goal is to make Sony YAY! synonymous with anime in India.”

Looking ahead, expect Sony YAY! to:

• Announce 3-4 new anime titles by mid-2025.
• Expand into Tamil and Telugu dubs.
• Host anime-themed shows and comic fests.

For Indian audiences, this translates to greater quantity, quality, accessibility, and a booming community—testimony to Sony YAY! recasting the entertainment map of India.

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