Sony recently launched ‘Anime Booth’, a 24/7 anime channel, in partnership with Airtel in India. This is considered a positive development for domestic anime fans. Even with the growing presence of anime streaming services in the country, this channel brings a new dimension and opens up exciting possibilities for anime in India.
In light of this recent development, the Animehunch team decided to chat with Leena Lele Dutta, Chief Business Officer, Sony YAY!, to know more about Anime Booth and what it holds for us in the future.
Leena Lele Dutta
AH: What was the thought process behind launching Anime Booth? How long has this plan been in the works?
Leena Lele Dutta: As of 2022, Sony YAY! has expanded its content offering to include anime. With anime viewership steadily increasing, Sony YAY! realized the immense potential of the genre, especially for Indian audiences. The launch of Anime Booth is a strategic move to meet this growing demand not only among children but also among young people. The channel offering includes a careful selection of popular and high-quality anime titles that resonate with audiences, ensuring they can enjoy their favorite shows anytime, anywhere.
Airtel also recognized this need and its partnership with Sony YAY ! for Anime Booth has resulted in a mutually beneficial collaboration. This partnership is a milestone as it is the first 24X7 anime channel available in Hindi in India.
AH: Fan-favorite anime series like Dragon Ball Super, MHA, Naruto, etc. are currently airing on CN & Sony YAY!. Will the launch of Anime Booth change anything for these channels?
Leena Lele Dutta: Most channels, including Sony YAY! , which offers cartoons in a specific block on the channel, limiting the number of hours the cartoons can be watched. A dedicated anime channel allows us to expand our offering to this growing fan base. The introduction of Anime Booth will complement existing offerings by providing a dedicated platform for anime content in Hindi, catering to a wider audience. This expansion aims to create a dedicated destination that further enhances the overall viewing experience for anime fans, providing them with more options to enjoy their favorite shows on one platform unique.
AH: We’re curious to know about Sony’s licensing process for acquiring anime for Anime Booth and whether there are any licensing conflicts with other streaming services that offer anime in India.
Leena Lele Dutta: Sony YAY! will continue to build the Anime block and continue to collect relevant content that fits the niche but still increases the anime fan base. Through these acquisitions, we had the opportunity to partner with Airtel to build a 24×7 anime service.
AH: According to reports, all anime on Anime Booth will be dubbed in Hindi. What prompted Sony and Airtel to make this choice?
Leena Lele Dutta: The decision to dub all anime on Anime Booth in Hindi was made to make the content more accessible to a wider audience in India. Hindi is widely understood and used across the country and we believe that dubbing anime in Hindi will help us reach a larger audience, even in the deepest parts of the country.
AH: Can fans expect Anime Booth to roll out more regional dubs, including Tamil Telugu etc?
Leena Lele Dutta: We launched Sony YAY! in regional languages and that sets our channel apart from our competitors. We are planning to implement the same strategy for Anime Booth. Our goal is to make anime more accessible to audiences across India. While we are currently focused on Hindi dubbing, we are open to exploring the possibility of rolling out more regional dubs, including Tamil, Telugu, Malayalam, etc., if there is a need for multiple languages more like that. We will continue to explore ways to achieve this and are committed to serving the diverse interests of our audiences.
AH: Finally, do you think Anime Booth will be able to meet that need? What gap was left behind by Animax in India?
Leena Lele Dutta: We understand the love and passion that Indian audiences have for anime and we are committed to providing them a platform where they can enjoy their favorite anime shows. We believe that Anime Booth will be able to capture the essence of Indian viewers and deliver the same experience with a fresh and exciting series of internationally acclaimed anime titles.