Tag: Leena Lele Dutta

Sony Yay! associates with ‘Animals Matter To Me’ to make this Diwali ‘Pawesome’

MUMBAI: Animals play an integral role in our lives, always showering us with love no matter what. However, in return we humans rarely reciprocate their love. It is imperative today that children understand that animals too have feelings and need to be loved and cared for, the same way they do to us. This Diwali, in order to light up the lives of our furry friends, Sony Yay! has partnered with Animals Matter To Me – an NGO and rescue foundation in Mumbai, to encourage children in India to love and care for animals.

With this initiative, Sony YAY! has taken it upon itself to re-ignite the eternal bond of love and friendship that naturally exists between animals and humans. With the hustle and bustle of our daily lives, we rarely find time to play with our furry friends. To make this Diwali a memorable and ‘pawesome’ one Guru and Bhole from Sony Yay! along with children, will visit the Animals Matter To Me center in Mumbai to spread some cheer and share some love and affection to the animals there. Through this the channel and the NGO aim to spread awareness about caring for animals, this Diwali, on their digital platforms. Both will extensively promote different ways to protect animals from cruelty, the effects of our actions on them, the concerns pertaining to their wellness as well as interesting trivia. A special helpline number, exclusively created for Diwali, will also be shared and promoted for people to be able to report any cruelty.

Through this initiative, Sony Yay! aims at creating new and responsible standards for festive celebrations, while setting an example to all their little fans to celebrate a happy and safe Diwali with everyone.

SPN kids genre business head Leena Lele Dutta said: “We believe a partnership of this kind is truly unique as it gives us an opportunity to positively influence and impact the lives of our audiences. Being an animal lover, a campaign like this has always been in mind. And now with a platform like Sony Yay!, reaching out to thousands of kids is possible. As a channel, we aim to lead by example and spread awareness to our children that love, happiness and joy should be extended to our four-legged friends as well. There couldn’t have been a more appropriate time than Diwali to kick start this association, as it is during this time of the year that animals suffer the most. We are delighted to have Animals Matter To Me as our partners, as they are truly dedicated to this worthy cause.”

Animals matter to me founder Ganesh Nayak said: “Animals Matter To Me, Mumbai is an NGO working for the welfare of strays animals & abandoned pets. All species are accepted for emergencies and care. AMTM caters to all forms of speechless forms be it an animal, bird or a reptile. Let’s light up lives of less-fortunate stray animals, abandoned pets and the homeless on streets with sweets and lights instead of polluting the environment and the lives around us. Let’s go for a cracker-free Diwali!”

October 18, 2017
Sony YAY! ushers in festival with ‘Jholmaal Bhari Diwali’

MUMBAI: This festive season, Sony YAY! the kids’ entertainment channel from Sony Pictures Networks India (SPN), is all geared up for a massive Diwali celebration.

The channel is bringing a bag full of YAY! this Diwali, with its campaign ‘Jholmaal Bhari Diwali’. This campaign includes various fun-filled offerings from new episodes to on-ground activations, reinforcing its promise of providing unlimited entertainment to its viewers.

Encouraged by the success of the channel’s series Sab Jholmaal Hai – Bank Robbery’, it is presenting an extension to the series. It captures the story of four best friends who come together to help their neighbour to retain his job by solving a bank robbery.

SPN kids genre business head Leena Lele Dutta said, “Sony YAY! will be celebrating its first ever Diwali with its little fans all over the country. Diwali is a happy time for all of us and with the holidays and celebrations, kids are the most excited. To add on to this cheer, we are going all out to amplify the YAY! quotient for children this festive season with our Diwali campaign. We want to ensure that their holidays are full of happiness and entertainment, therefore we are bringing them exciting offerings this festive season with a complete fun package of fresh content of our shows and on ground activities.”

Adding another layer of YAY! ness, the channel will have actor and brand ambassador Tiger Shroff turns professor on television. Titled ‘Tiger Ki Jholmaal Paatshalla’, the segment will have Tiger teaching lessons to the toons of Sab Jholmaal Hai who being equally outrageous in return, promise to have you in engaged in rib-tickling laughter.

An exciting extension to the campaign, the channel will also give a special treat to kids on-air by launching new episodes of its flagship shows, ‘Sab Jholmaal Hai’ and ‘Guru aur Bhole’, only adding to the festivities of their mega Diwali celebration.

Taking the festive cheer and fun beyond television, the channel will also be undertaking Jholmaal Bhari Sawari – a road show activity tapping close to 50 cities giving them an immersive brand experience, where the channel will engage with children through exciting contests, giveaways, workshops and a lot more! Sony YAY! will also be engaging with children through activities at various venues through the length and breadth of the country.

October 12, 2017
Sony YAY! honours role models – Kher, Phogat, Shiamak and Birju Maharaj on Teacher’s Day

MUMBAI: A mentor, a guide, a confidante, a friend — a teacher plays a significant roles in shaping a child’s identity and helping him realise their dreams. Though we celebrate every Teacher’s Day with our mentors, recognising and thanking the people who are key in helping our country grow is imperative too. Without them, we wouldn’t be celebrated for our achievements worldwide, neither would we have people we now consider as our heroes.

So, this Teacher’s Day, Sony Pictures Networks India’s (SPN) kid’s entertainment channel – Sony YAY! has taken upon itself the onus to commemorate the energy and efforts of our teachers as they shape the biggest role models of this country.

The channel’s most loved characters, Prince Jai and Dumdaar Viru, honoured the real heroes for their effort and for giving the country some of their most revered champions.

One of the people acknowledged by Sony YAY! was Mahavir Singh Phogat, the man of steel behind the heroic success of his daughters, Geeta and Babita Phogat who have become India’s most renowned female wrestlers, bringing India unprecedented glory.

Ace choreographer, Shiamak Davar, who trained over a million of students since he started his journey over two decades back has given the country dancing stars like Shahid Kapoor, Varun Dhawan, Sushant Singh Rajput and many more. Shiamak has led his students to represent India at prestigious platforms like the Commonwealth Games amongst others making him the finest dance guru the country has seen till date.

Amongst these heroes, Shaheen Mistri was recognized as well. An Indian social activist and educator, she is the founder of the Akanksha Foundation, an Indian educational initiative in Mumbai and Pune, and is also the CEO of Teach For India, helping children of the country grow and helping them follow their dreams.

Padma Bhushan and Padma Shri awardee Anupam Kher, credited with leading one of India’s biggest acting schools, was commemorated for mentoring and honing the talent of some of India’s biggest superstars including Deepika Padukone, Abhishek Bachchan, Hrithik Roshan to name a few.

One of the most revered Indian classical dancer and teacher, Pandit Birju Maharaj was also felicitated as the part of the campaign for his unfaltering efforts for over six decades in teaching the classical dance form of Kathak to students in the country and across the world including celebrities like Madhuri Dixit, Deepika Padukone and others.

SPN kids genre business head Leena Lele Dutta said, “We, at Sony YAY!, want to be the ultimate happiness destination for kids, on television and beyond. The idea of ‘Heroes behind the Heroes’ stemmed from this thought of spreading joy not only to kids but encourage them to pass it on to people who shape their lives. Through this unique initiative, we want to thank all teachers, who are the true backbone of the nation, for all the time and effort they have put in to bring out the greatness in all their students. On this Teacher’s Day, we’re thanking the teachers who have helped make our favorite people who they are today.”

Davar said: “I thank Sony YAY! for this lovely award that’s been given to me and I’m very happy to be honoured with this because as a teacher, I’m so happy that Shahid, Sushant, Boman, Aishwarya and everybody who has been with me for so many years has really gone forward in their careers. So for me, it’s a very big honour and I’m very grateful. Thank you, Sony!”

Kher said: “I’m very honoured to be presented this award, “Heroes Behind The Heroes” by Sony YAY!. It’s on a teacher’s day, I felt happy when Jai and Viru decided to give me this award. Teachers in any form are actual heroes because they produce so many heroes and it’s a thankless job because they need to create more and more stars or heroes and they remain there. This is a very fine award that Sony YAY! has given me.”

Mistri says, “I was just feeling very inspired that we got an opportunity to receive this award. I think that the real hard work that goes into Teach for India is by our students and our kids and they have such big challenges and they work so hard so I think it is really beautiful recognition of that and also thank you as it’s just fun to meet the characters and they are so lovely. But I think for me the award or any award is more than anything else it’s just a reminder that we need to do so much more that’s such a long way ahead for our kids.”

Pandit Birju Maharaj says, “Thank you so much and I felt really nice because I have spent my whole life teaching. It doesn’t matter what field you are in, according to me the position of a teacher is that of God. Since the start, I am teaching kids and I will always keep teaching them. I’m really happy to receive this award from Sony YAY! Channel.”

September 5, 2017
Sony presenting YAY! time for mothers & kids at Lakme Salons till 21 May

MUMBAI: Sony YAY!, the newest kids’ channel from Sony Pictures Networks India, has been creating a buzz ever since its launch. And now, Sony YAY! is all set to bring YAY! into mothers’ lives as well. In the rigmarole of taking care of each and every need of their kids and family, mothers often forget to pamper themselves. So, this Mother’s Day, Sony YAY!, along with Lakme Salons, is going the extra mile to make the day all about pampering mothers and making them feel special.

Sony YAY! has partnered with Lakme Salons for a special offering of pampering packages for mother-child duos, who will be selected through an on-air contest, throughout the week following Mother’s Day. Commenting on the association, Sony YAY! business head Leena Lele Dutta said, “A mother’s love is so selfless that we do not think there is a need of a particular day to celebrate motherhood, each day should be a celebration. However, this is a small gesture from us to make the occasion extra special for the mothers. And what better way than to encourage our young viewers to take that one little step to make their mothers feel loved and cherished. We are delighted to partner with Lakme and make their salons the YAY! destination for mothers as well as kids.”

Sony YAY! is running a campaign on-air, inviting their young viewers to upload a picture of their ‘YAY! Moment’ with their mothers using #JustKidding. Five best entries and their mothers will be rewarded free pampering vouchers at Lakme Salon. Additionally, other participants will be offered discount coupons. This contest will run till 21 May.

May 12, 2017
2-14 age-group is highly under-indexed, avers Sony Yay! business head Leena Lele Dutta

Leena Lele Dutta had been hired in 2007 to establish the content distribution and licensing division of Sony Pictures Television in India in 2007 and expand the footprint thereafter into the south Asian markets. It’s been more than nine years Dutta has been a part of growing Sony family. Currently, Dutta is heading the Sony Pictures Network India’s CEO N P Singh’s brainchild new kids channel — Sony Yay! In conversation with Indiantelevision.com’s Sonam Saini, Dutta shared her experience of shifting from B2B to B2C.

Excerpts:

You have been with Sony Pictures Television for over nine years. How has been the shift from content distribution arm to heading a kids channel? What are the challenges you are facing?

My earlier role with SPE back in 2007 was to set up the content distribution arm for India and that included licensing of various Hollywood movies the studio produced and acquire across its four main studios. Not only the movie piece but also the television shows which are actually produced there and syndicated here in the network.

The first year was invested in establishing the content arm and figuring out the role because, prior to that, I was a hardcore ad sales person. This is was the new channel but, in seven years, the market has also evolved.

Being the country manager, I was responsible for monetisation of the existing content, and here it is the other way round. Here, it is the health of the overall business, here it is more of a B2C business. Here your clients are 2-14-year-old kids who are there across the length and breadth of the country. A kids channel was the missing link in the network.

It is a mindset evolution. What made is easier is the transition within the Sony family. The kids channel, NP’s (N.P Singh) brainchild, wanted to get somebody on board, and here I am.

Where did you see scope for a kids channel?

A lot of scope existed in the space. With our four desi shows, we are very confident of making a mark. More similar shows are coming in October, and being the only channel that caters 100 per cent desi content, we will definitely have a well-known presence by the end of first year for Sony Yay!.

We also want Sony Yay!, as the brand name stands for happiness, to spread happiness and contentment among the kids.

The same thing will reflect in our marketing strategies. We will have lots of mall activities, theme park activities which resonate with Yay! We will also have CSR activity which will give Yay! moments to kids. These measures will co-exist with our content offering. We would be pursuing school contract programme after summer breaks.

How big is the kids genre in India market?

The category is the third largest after Hindi general entertainment channels and Hindi movies channels. Accordig to the new BARC system, the 2-14 age group (*) is phenomenally huge. The biggest challenge this category has right now is that it’s highly under-indexed.

A lot of advertisers are looking to invest in the kids category — to focus on the 2-14 age-group. However, they are completely discounting the parents who are watching the content as well. In the coming months, we hope to engage with parents more in consuming our channel and not only expand the category. We also have significant play in the area where it is seen more seriously than just a kids channel.

What will Sony Yay!’s strategy going forward?

The strategy is very clear, we wanted to be the most preferred brand among the kids. We want people to know what Sony Yay! stands for. Our partnership with Tiger Shroff has worked tremendously well. We have got a huge response from the kids and their mothers. The launch campaign has been talked about.

Our colleagues in the industry have observed quite a movement in this category. Whatever we are doing including our content and marketing initiatives, we are here for the long haul. From day one, a lot of investment and efforts have been put into the new channel to make a mark and shake the category.

At the press conference, you had mentioned that the IPs remain with the channel. Is there a chance that you might sell/licence rights to OTT players?

Those are the primary revenue models we will consider. We will also consider the licensing and merchandising model as well. That’s the benefit of owning the IPs, and not sharing. There is a strategy of monetisation going ahead with the characters, but we are not going to roll it out in the immediate future.

What are challenges you faced while distributing the channel?

Luckily, our distribution team has been phenomenal as we stand today we are present in almost 90 per cent of all digital homes. We have been fairly well distributed — in fact, some major MSOs are willing to carry us in top five of the kids genre, which helped boost our ranking.

(* Sony has helped rectify the BARC India category figures to GRP 582)

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May 8, 2017
Four original, Indian, animated shows to start with: ‘Local’ to be Sony Yay! USP

MUMBAI: Sony Pictures Network India is getting bigger and better with time. In just four months, the network has reached up to nine new channels.

Started with acquiring ZEEL’s Ten Sports bouquet, the network launched music channel Sony Rox HD, Sony BBC Earth, Sony BBC Earth HD, and now the kids channel — Sony Yay!

With the launch of Sony Yay!, the network has added 29th channel to its growing family. The channel, which will go live on 18 April, will be available in Hindi, Tamil and Telugu languages across direct-to-home (DTH) and digital cable platforms.

Promising to be the ‘Destination for Unlimited Happiness’ for kids, the channel has roped in the young cinestar, Tiger Shroff, who has become a phenomenon with kids across the country, as its brand ambassador.

Targeted towards bringing more happiness to kids between 2 and 14 years of age, Sony Yay! will go live with four original, locally produced, animated shows, a first for any channel in this genre.

Sony Pictures Networks (SPNI) CEO NP Singh said, “It goes without saying that the Indian television industry is at the interesting crossroads, with the kids genre being a frontrunner in demanding innovation and freshness. Our kids channel, Sony YAY! with its original programming will excite and engage the young audience and leave a lasting impact on their hearts and minds. With the launch of Sony Yay!, the network now offers tailor-made propositions for every member of the family.”

Broadcasters have been on the continuous lookout to have more channels and programmes for kids in their portfolio. As per the FICCI KPMG report of 2017, there are 15 kids channel which are run by four major broadcasters, that is Disney (Disney, Disney XD, Disney Junior, Hungama), Viacom 18 ( Nickelodeon, Sonic, Teen Nick, Nick Jr), Turner ( Cartoon Network, Pogo, Toonami) and Sun TV (Chutti TV, Kochu TV, Chintu TV, Kushi TV).

As per BARC data, Nick has been the leader of the genre followed by Pogo TV, Disney, Hungama and Cartoon Network. “Its a highly competitive genre, and, to begin with, being in top five will be the target of this year, and, by next year, the target will be: to be in the top three,” Singh said.

Talking about the original content, Sony Yay business head Leena Lele Dutta informed, “We are launching the channel with the four original shows. We are looking at 80 per cent of slots to be filled with local shows.”

The channel is promoting 7am to 10am time band. “Each show is of 22 minutes in which two stories will be shown of 11 mins each. We will have shows play out differently in the morning, a variety of stories at 1pm, and it will be different for the 4pm slot, as well. By the end of the year, we will have 52 episodes of 104 stories each. In October, we will have two more show launches.”

Dutta further added, “We have done our research before launching the channel. We found that there is dearth of differentiated local content, and our aim is to reach out to the kids, and give them what is missing from their staple diet.”

Cosmos Maya, Toonz Animation, Frisbee Animation and Softtools are the studios working on these shows.

A first-of-its-kind musical comedy titled Guru Aur Bhole Mon – Fri at 10am, Sab Jholmaal Hai – A world full of pets that’s nothing short of mischief, mayhem, madness, Mon – Fri at 9am, a classic tale of venturesome friendship Prince Jai Aur Dumdaar Viru Mon – Fri at 11am and a unique laugh-out-loud Ghost Comedy Paap-O-Meter Sat – Sun at 12pm will form the key programming mix of the channel at the time of launch.

The shows promise to bring unlimited laughter and uninterrupted volumes of fun into the lives of our young generation. Each show explores a different genre in comedy and guarantees uniqueness in terms of its characterisation and narrative, giving the little ones an experience they have not witnessed so far on their television screens.

April 13, 2017
Sony YAY! signs Tiger Shroff as brand ambassador

MUMBAI: Sony YAY!, the soon-to-be-launched kids’ entertainment channel from Sony Pictures Network, has roped in the country’s newest heartthrob Tiger Shroff as the brand ambassador and face of the channel.

This would be the debut television association of the young star whose popularity amongst children is today unbounded.

Confirming the news, SPN Kids Genre business head Leena Lele Dutta says, “We are excited to have Tiger Shroff as Sony YAY!’s brand ambassador. Kids, across the country, relate to him and consider Tiger as their icon. Given his affinity with kids, we could not have found a better representative for our channel”.

www.indiantelevision.com had earlier reported that the network is gearing up to launch another channel, Sony kids channel, in April.

This upcoming channel will be the second kids channel from the SPNI stable. At present, Sony runs Animax, which was launched on 5 July 2004. “The kids channel will be organic, local and everything will be produced in India,” SPNI CEO N P Singh said in an interview. Dutta was already associated with Sony Pictures Television for a long time.

Apart from Dutta, the network appointed Sujoy RoyBardhan as the AVP and marketing head for the channel. Prior to joining SPNI, RoyBardhan was working with Viacom18 as the director – marketing.

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April 7, 2017
Sony YAY! kids channel to be lead by Leena Lele Dutta

MUMBAI: Sony Pictures Networks India (SPN) has announced Leena Lele Dutta as Business Head for their upcoming channel in the kids’ entertainment space. As reported by www.indiantelevision.com a week ago, With over two decades of experience in the media and entertainment industry, Leena will be spearheading the new channel and will be responsible for developing content and driving the channel’s reach and connect with its relevant target audience.

The new kids channel from SPN will be called, Sony YAY!

Leena brings a deep understanding of the entertainment industry with her experience across different portfolios. Prior to joining SPN, she was the Executive Director – Distribution at Sony Pictures Television (SPT) and was responsible for structuring and developing the contentdistribution and licensing division of SPT in India and South Asia.

Leena has also worked with Ten Sports India Ltd, Channel 9 (Nine Broadcasting Media) and MTVIndia amongst other reputed companies, besides having worked in Sales with SPN (then SET India) from 1995-1999.

Sony Pictures Networks India (SPN) CEO NP Singh said, “The Kids genre is a new territory for us and has immense potential to grow. With an impressive track record and in-depth understanding of the entertainment industry, we are confident that Leena will play a pivotal role in establishing the business. Under her able leadership, we intend to solidify a significant presence as an outstanding brand in the kids’ entertainment space”.

SPN Kids Genre business head Leena Lele Dutta said, “There is a lot to explore in the kids’ entertainment genre. We wish to create a brand that caters to the entertainment needs of Indian kids at the same time giving them experiences that leave lasting impressions on them. We also want to give parents, especially working mothers like me, the confidence to let kids consume our differentiated content in an environment that elevates their happiness.”

“YAY! being the quintessential expression of joy and euphoria, has always been synonymous with happiness and excitement; Thus, the name, Sony YAY!”

April 4, 2017
Sony Pictures Network builds team for kids channel, appoints two execs

MUMBAI: Celebration at Sony Pictures Network India (SPNI) seems to be continuing. The network recently launched its factual entertainment channel Sony BBC Earth with BBC Earth. Now, the network is gearing up to launch another channel, Sony kids channel. The channel is slated for an April launch.

This upcoming channel will be the second kids channel from the SPNI stable. At present, Sony runs Animax, which was launched on 5 July 2004. “The kids channel will be organic, local and everything will be produced in India,” SPNI CEO N P Singh said in an interview.

The channel will be headed by Leena Lele Dutta, Singh confirmed to Indiantelevision.com. Dutta is already associated with Sony Pictures Television. She was hired to establish and set up content distribution & licensing division of Sony Pictures Television in India in 2007, and expand its footprint thereafter into the South Asian markets.

Dutta’s career spans over 20 years in the M&E industry. From an advertising sales executive to her current role of executive director – distribution for Sony Pictures Entertainment content licensing & syndication arm SPT, Dutta’s forte is working in startup companies / functions.

Apart from Dutta, the network has appointed Sujoy RoyBardhan as the AVP and marketing head for the channel. Prior to joining SPNI, RoyBardhan was working with Viacom18 as the director – marketing.

The channel has been working to expand its portfolio by adding 10 channels this year. The channels include five sports channels, and the rest will be divided between kids, music, infotainment and others. SPNI already launched two channels in the beginning of the year, and announced sports channels as well.

A new kids channel is on its way. Now, it will be interesting to see what more SPNI has in its magic box for India.

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March 27, 2017