MUMBAI: The young minds of today are constantly grappling with issues in love and romance. Love and relationships are topics that the youth closely associates itself with. If the relationships seem to be at a struggling phase, often pressured by their own insecurities, the couple ends up at a crossroad, forcing them to face tough realities and instigating them to take extreme action.
Resonating with its target audiences, TV channel Bindass, that mirrors the lives and aspirations of young India is all set to present yet another concept in the relationship space with Pyaar Ka The End. Produced by Endemol, it will give fresh but relevant facets in love, giving a whole new perspective to romance and passion.
The show features situations that exist in relationships today while offering a direction to manage complicated situations better, staying true to the channel’s philosophy of being an ‘enabler of purposive action’.
It drives home the message that a choice taken at an extremely weak moment can have severe repercussions; impacting the entire nature of the relationship.
Talking about the concept of the show, Disney India VP, content, media networks Vijay Subramaniam asserts: “We as a brand are very proud to be constantly in touch with our consumers. Understanding what makes good relationships, how to keep it stable and happy is what youngsters want to know.”
Subramaniam believes that while the channel is entertaining them on one hand, it also gives its consumers, through the shows, an opportunity to learn about relationships that reflects everyday reality.
The channel has witnessed success with shows like Yeh Hai Aashiqui, Emotional Atyachaar and Love by Chance which have addressed very distinctive traits in a relationship.
Before setting up any show, the channel undertakes several surveys and researches which show that today young adults are constantly seeking opportunities to understand how to get better in life, whether it’s job, education or in social relationships. Based on those learnings, the channel narrates its story.
For the first season, the channel plans to launch 26 episodes with the return of the second season depending on the performance of the first. Out of the 26, five episodes have already been canned. “We do believe that no matter how successful our storytelling is, being finite also helps. It enables us to provide a good quality of content to our consumers,” adds Subramaniam.
He believes that the most important aspect is consumer engagement and the success of the shows that the channel has launched so far is evident not only in terms of ratings, but the format of storytelling too.
On the marketing front, the channel has split the campaign into two parts. One is very specific reach and sampling based activation in the Hindi speaking markets. Other is leveraging the popularity of its digital sphere with heavy concentration here.
Subramaniam refused to divulge any financial details of the show, but sources from the industry reveal that compared to dailies which cost anywhere between Rs 5 lakh to Rs 8 lakh per episode, finite shows cost around Rs 2 lakh to Rs 3 lakh per episode.
