Animax India
| Sony Yay | |
|---|---|
 |
|
| Launched | 18 April 2017 |
| Network | Sony |
| Owned by | Sony Pictures Entertainment |
| Picture format | 576i (SDTV) |
| Slogan | "Non Stop Fatyay!" (Non Stop Fun) |
| Country | India |
| Language | Hindi, Tamil, Telugu |
| Broadcast area | India |
| Headquarters | Mumbai, India |
| Sister channel(s) |
AXN India Sony TV SAB TV Sony Pal Sony MAX Sony MAX 2 Sony Aath Sony Wah Sony PIX Sony MIX Sony ROX Sony LIV Sony SIX Sony ESPN Sony Le PLEX Sony BBC Earth TEN 1 TEN 2 TEN 3 Ten Golf |
Sony Yay is an Indian division of Sony Pictures Entertainment. It was operated and broadcast from Singapore by Animax Asia and distributed by Sony Pictures Networks India Pvt. Ltd. It was also the first animation channel that targets the age 13–35 demographic and was the only channel in India to simulcast anime in the same week and on the same day as Japan.
Animax ceased its operations in India and was replaced by Sony Yay on April 18, 2017. Tiger Shroff is a brand ambassador of the channel.
Animax began operations across India and the rest of Indian Subcontinent from 5 July 2004 with Irfan Pathan as a brand ambassador. Animax Indian Subcontinent started with 12 hours Hindi feed that targeted young kids and teens ages 7–14 and it had planned to launch Hindi and English language audio tracks but from 15 August 2006, Animax entirely shut down its Hindi feed and kept its English one, since it changed its target audience to the ages 15–40 group.
On 1 January 2008, Animax South Asia merged with Animax Asia's programming feed, including all of its exclusive premieres. Animax India rebranded its logo along with Singapore on 4 May 2010. Animax became the first channel to simulcast the ultra popular series, Supernatural. Continuing with the sci-fi shows, Animax aired Terminator: The Sarah Connor Chronicles for the first time in entire Asia. Animax also aired Korean entertainment shows like Live Power Music, Pretty Boys & Girls and Comedy Boot Camp in Korean audio with English subtitles. Animax added American reality shows to their list with the premiere of Scare Tactics. Animax also simulcasts the yearly Video Game Awards hosted by Spike TV.
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