In an interview with IGN India, Ronojoy Chakraborty, the head of programming at Sony YAY!, spoke about the tremendous success of the anime series Naruto on the channel and their plans for catering to anime lovers. Since its launch in August 2022, Sony YAY! has been airing Naruto, a show that is popular among many Indian audiences who grew up watching it or are familiar with its hype. The channel has made a positive move towards promoting anime and expanding its popularity in diverse regions by airing the anime series in five regional languages, including Hindi, Tamil, Telugu, Malayalam, and Bengali. Dubbing the show in multiple languages caters to the linguistic and cultural diversity of the viewers and provides a wider platform for anime creators to showcase their work to a larger audience.
Sony YAY! has aired four seasons of Naruto so far, which have been segmented into multiple seasons by the channel, rather than adhering to the original seasonal divisions of the show. Currently, Naruto reruns can be watched at 10 PM on the channel. Ronojoy Chakraborty noted that the show received a great response from audiences, especially from young teens. He also mentioned that the channel had a strategy behind airing the show and launched one season of Naruto (the first 26 episodes) in August 2022 to test the waters. Based on the positive response, the channel went on to launch three more seasons back to back in December, making a total of 78 episodes of Naruto available to viewers.
According to Chakraborty, Naruto is viewed by approximately 18 million audiences across all age groups, and it is among the top five programs with 13% in the male demographic (13 to 30 age group). These are encouraging figures that have prompted the channel to launch more seasons of the show. In terms of dubbing Naruto for local languages, Chakraborty mentioned that the channel tries to incorporate as much local flavor as possible while keeping the essence of the show intact. Major keywords like “Hokage” are retained in all languages, while the rest of the script is adapted to local needs.
One interesting aspect of Sony YAY!’s approach is that the channel has not restricted its content to just Hindi but has made it available in all the regional languages it caters to, making the reach of the program very high. When asked about future plans for catering to anime lovers, Chakraborty said that the channel is planning to ink deals for many such shows and will announce them later. While he could not reveal the names of the shows at this time, he stated that they are planning for many such programs.
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