Two years back, Sony Network India recast its kids television strategy in India, and launched Sony Yay in place of its Animax Network, which carried predominantly Japanese anime content. While there is a loyal fan base for this kind of content Sony Yay has no plans to bring it back to television.
"We haven’t completely taken off the anime content. It is on our OTT (over the top ) channel Sony Liv because it has an extremely sticky fanbase but it is not available on TV because the numbers are really small," said Dutta.
For lack of anime content in India some experts say that the viewership has gone down while others say that channels want to promote local content hence, they are focusing on home-grown content.
While Sony is still holding the interest of anime's fan base in India via its online video streaming platform, on television its focus is on four shows namely Honey Bunny ka Jhol Maal, KickO, Super Speedo, Guru and Bhole, Paap-o-Metre. Fledgling Sony Yay betting big on kids genre