Mumbai : Disney UTV has announced the launch of a new channel named ‘Bindass Play’ which will replace Disney’s Bollywood entertainment channel, UTV Stars. The new channel will go on air from October 1 and will enjoy the wide distribution network of UTV Stars, which is available in more than 60 million homes across the country.
Siddharth Roy Kapur, Managing Director, the Walt Disney Company, said, “After the success of the brand Bindass, we were waiting for the right time. I feel that brand extensions should always happen at the right time and not in haste. UTV Stars was an interesting channel in our mix but we wanted to build a channel, which could compete with Bindass. Therefore, with the launch of Bindass Play, we will be catering to the age group of 15 to 34, who love to consume music. We have decided to launch a music channel and not a GEC like many other networks, is because we want to be a part of the spectrum in which resources are best used. We plan to make optimum use of UTV acquisition.”
The content of this new channel will be based on ‘Mood mapping’ and songs will be played based on the mood of the audience during the day. It will start with high- energy music in the morning, then relaxed melodies during the afternoon and end the day with soft numbers at night. The channel will play only 5-10 per cent of non-film music throughout the day.
The unique feature of the channel lies in making it as engaging as possible and also being present where the youth is today. Viewers will be able to curate the content through shows like ‘Tia’s Facebook Request show’, ‘Tweet Meri Beat and use of the grand old daddy of all communications- SMS. So it works on the philosophy of -You choose, we play.
Bindass Play is feeding on the brand’s core principles of inspiration, empowerment and on the philosophy that there is a song for every moment in life. It will initially start with 13 shows and with songs not older than the 90s and which are evergreen. Bindass and Bindass Play will both enjoy a combined Facebook fan of more than 10 million. For the promotion of the new channel, a lot of brand driven activities have been planned on both digital and outdoor.
Vijay Subramaniam, VP and Head – Content and Communications, Media Network, Disney India, said, “Bindass is a truly home grown brand and has won the loyalty of young Indians. From this, we have realised that young Indian expect us to empathise with them, we need to be incredibly honest with them in order to relate with them and finally constantly urge them to action by reminding them that it is within you. The best part of the brand Bindass is that people have embraced the brand as their friend and so now it is the time to evolve the relationship with Bindass Play.”
Nikhil Gandhi, VP and Head of Revenue, Disney India, commented, “The channel has managed to get in four brand partners, details of which will be revealed later. Both Bindass and Bindass Play will be sold separately to the advertisers and not as a package.”