UTV’s has named its forthcoming youth broadcast venture, which is done in association with Malaysia-based Astro Measat ‘Bindass’. Zarina Mehta, COO, Broadcasting–UTV Software Communications Ltd informed that UTV is ready in its preparation for the new venture and is already looking for partners for logo designing and advertising of ‘Bindass’.
Mehta said, “We are now ready and will invite agencies to pitch for ‘Bindass’. I think we will begin with a shortlist of five agencies. We are looking for a design firm for the logo and an ad agency for the brand’s communication.”
Mehta didn’t offer much on what the ad spends of the new entity would look like but divulges that it would be substantial given the way media brands are advertising today. She said that the challenge lies in the fact that the new brand is completely targeted at the youth and that not only does the channel design should capture this but the communication should also be attractive enough to hold the attention of this TG.
Our typical marketing budget is usually 10 per cent of the topline spend
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