Mumbai, 03 June, 2026: In an exciting move for kids’ entertainment in India, Sony YAY! is taking the madness, humour, and iconic one-liners of Shin chan beyond the television screen and straight into Indian homes through Alexa, Amazon’s voice-activated virtual assistant technology. Fans of the beloved troublemaker can now interact directly with Shin chan in a fun, playful and immersive new avatar, making everyday conversations a lot more entertaining.
Known for his unstoppable mischief, unfiltered honesty, and hilarious antics, Shin chan has built a cult fan following across generations. Now, with this new Alexa integration, audiences can engage with the character in an entirely new way, bringing alive his trademark wit, humour and unpredictability through voice interactions.
Getting started is simple, fans can just say, “Alexa, Shin chan kahaan hai?” and dive into playful conversations. Whether it is cheeky responses, funny conversations, or signature Shin chan-style banter, the experience is designed to make fans feel like the character has jumped out of the television and into their living rooms.
With this initiative, Sony YAY! continues to push the boundaries of kids’ entertainment by blending content with technology and creating deeper engagement opportunities for audiences beyond traditional viewing.
Ambesh Tiwari, Business Head, Sony YAY!, said, “At Sony YAY!, Shin chan has been a beloved character for fans across India, and as we celebrate 20 years of his journey in the country, this collaboration with Alexa allows us to bring that connection to life in a whole new way. It’s designed for fans, families, and everyone who has grown up watching him, turning everyday moments into playful interactions.”
As kids’ entertainment increasingly evolves beyond passive viewing, Sony YAY! remains focused on building innovative and culturally relevant experiences that strengthen audience engagement while extending the universe of its most loved characters.
Fans can activate the experience on Alexa and get ready for unlimited masti with everyone’s favourite chaos creator Shin chan.
About Sony Pictures Networks India Private Limited (formerly known as Culver Max Entertainment Private Limited):
Sony Pictures Networks India Private Limited (SPNI) is an indirect wholly owned subsidiary of Sony Group Corporation, Japan. A leading media and entertainment conglomerate, SPNI comprises 29 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels – Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel – Sony Marathi; Bangla General Entertainment Channel – Sony AATH; Hindi Movie Channels – Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans – Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5; Kids Entertainment Channel – Sony YAY!; English Movie Channel – Sony PIX; Factual Entertainment Channel – Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – Sony KAL; Digital entertainment OTT platform – Sony LIV and the independent production venture for original content and IPs for TV and digital media – Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries.
Recognised as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program.
SPNI is in its 31st year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India.
For more information, log onto www.sonypicturesnetworks.com
About Sony YAY!:
Sony YAY! is the leading kids’ entertainment channel from Culver Max Entertainment Private Limited (formerly known as Sony Pictures Networks). The channel offers over 1000 hours of diverse content with an ever-expanding toon verse of over 100 characters. The channel is in its 6th year of operations and has a mix of over 25 homegrown and acquired shows in its library. Available in 5 languages- Hindi, Tamil, Telugu, Malayalam, and Bangla, the channel reaches out to over 40 million users in India and is also available in 3 other countries – Malaysia, Canada and US.
