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MUMBAI:
UTV has annouced the launch of youth brand Bindass with a
Hindi general entertainment channel that will kick off in
August.
Targeting
the 15-34 age group the channel will focus on genres like
action, comedy and thriller.
In
their attempts to extend the brand acrosss media platforms,
Bindass has also unveiled three websites and has tied up with
mobile operators for exclusive content.
Speaking
at a media briefing Bindass CEO Zarina Mehta says that the
age group that Bindass is targetting forms 42 per cent of
TV viewers and around half of the Rs. 65 billion TV ad revenue
is targetted at them.
"Right
now they snack television as they are not satisfied with what
is available. We aim to be the leader in filling this gap.
Bindass is a fun, frank and fearless brand. It values freedom
in all its forms. We have made a conscious decision to stay
away from music, soaps and lifestyle shows. We will have comedy
shows, edgy sports, Hollywood films among our offerings. Later
on we will launch three more channels. Bindass will be priced
at Rs. 10 in the non Cas areas.
 With
the programming line up in place, the upcoming channel will
introduce locally produced live action shows like Lagegi
and Shakira positioned for primetime. "To
highlight our key driver shows Shakira is a thriller
series introducing India's first female action hero. Shakira
is a form of 'Shakti' and an embodiment of justice. The show
is a celebration of today's empowered woman and is a primetime
show.
"Lagegi
the driver show of the channel is India's first ever stand
up comedy act performed before a live audience. The show will
be shot 48 hours before telecast and is a take on current
issues affecting young India.
"Sun
Yaar Chill Maar is a comedy show on the life of
five friends in college. It is a laugh riot that strikes an
instant chord with anyone who has ever attended college, is
in college or will attend college. To add to the spice, the
programming is peppered with extreme sports, action, edge
of the seat thrillers, horror shows, spoofs, street magic,
slapstick comedy and over 100 international movies."
More
than television: Zarina stresses that Bindass is not just
about a TV channel. "Brand Bindass will also be present
in the virtual world with 'www.bindass.com', a platform
for our online users to connect with our brand, its values
as well as our on air shows.
"www.bindassoncampus.com
is the first unofficial website for all colleges of the nation.
Students can use this platform to chat, network with other
students, express themselves, and discuss college issues,
the teachers, plan events and festivals. www.lagegi.corn
is India's first comedy portal, created for the driver show,
Lagegi. This website will eventually be a stand alone
online comedy destination for young India.
As far as the mobile is concerned Bindass has tied up with
mobile operators for its own short code, 59995 to provide
original show driven content, Bindass comedy, street magic,
sitcoms, standup comedy and thrillers on mobile.
Other
mobile features will also include Bindass Buddy on cell phone,
signature ring tones, downloads and auctions reflecting the
true spirit of the brand. UTV's alliance with Indiagames the
mobile and online gaming company, will power the youth with
games
In
its second phase, Bindass will foray into the retail segment
with its own Bindass cafes. The decor, music, food and ambience
of the cafe will reflect the brand values of Bindass. Bindass
will also simultaneously roll out into the merchandising domain,
extending its interface with young India. It will also include
the launch of multiple channels across languages in India
and Southeast Asia.
Mehta
says that Synovate on behalf of the firm did a qualitative
three and a half month study of 2,500 kids. One of the findings
was that they prefer to speak Hindi even though they know
English. Also they are proud to be Indian. Optimism is being
fuelled by the economic boom. Family for them comes before
friends.
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