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indiantelevision.com Team
MUMBAI: Disney UTV?s youth general entertainment channel bindass is bringing back its flagship property Emotional Atyachar after October 2011.
bindass has tweaked the format of its iconic property as the fourth season makes its debut on 26 January. Instead of conducting the famous loyalty test on their partners, the participants will now narrate their experiences in relationship crises.
While the participant narrates his/her story with host Pravesh Rana, the whole incident will be enacted between the narrations.
Says Disney UTV executive director youth channels - media networks Nikhil Gandhi says, ?After three successful seasons, we were flooded with feedback on EA. While analysing the feedback and reaching out to the audience, we realised that people are inspired to take matter into their own hands and set things right. We decided to change the format based on that insight.?
The show will be aired every Saturday at 7 pm with repeats throughout the week.
This season will have a minimum of 15 episodes which may be extended considering the popularity and demand in the coming weeks. The show has had celebrities from Bollywood and sports being featured in it. For this season though, there will not be any celebs.
?Our tweaked format is such that the focus will be on the participant. It doesn?t lend too well to the presence of a celebrity. So this time, we will have no celebrities on EA,? informs Gandhi.
The show?s promo was released on YouTube first and then on television with network channels. This was done in keeping with the bindass? thrust on online media in its promotion plans. Apart from YouTube and social media portals like Twitter and Facebook, the channel has tied up with 1000 screens across 40 towns and cities where the EA promos will be shown.
?We also have plans to tie up with dating sites for innovations and associate with event specific sites. For example, if there is a major cricketing event, we shall tie up with a cricket information website,? says Gandhi.
In the ATL domain, the show will be heavily promoted on television, outdoor and in the regional space by tie ups with local radio stations. The show is powered by Score Condoms.
