Music and social media are the weak points of today’s youth. To leverage both these youth interests, Disney UTV Digital has launched ‘Bindass Facebook Jukebox’ for youth channel Bindass. It is a digital jukebox that allows users to interact with music on Facebook and watch their interactions on television on the Bindass channel.
Bindass’ Facebook page has over 1.9 million fans, with more than five lakh people interacting on the page.
Users can rank music by voting for their favourite songs listed on the application. The application does not only play music but also allows the users to interact with each other. This jukebox allows users to dedicate songs to their friends and loved ones and watch their dedication on television on The Bindass Jukebox Show that is on air from Monday to Friday from 5PM – 7 PM.
Sameer Pitalwalla, Director, Video and Celebrity, Disney UTV said, “We have the most engaged fan base for a youth channel on Facebook, with a PTA (people talking about) percentage above 20 per cent. We wanted to find a way to gratify them for engaging with brand Bindass online and present them with an exciting product. With our expertise in the youth space, we understand the importance of music and social media in their lives. ‘Bindass Facebook jukebox’ converges both and gives them the power to select songs and see them along with their comments and dedications on Bindass channel.”
The entire technology, application and middleware connecting Facebook, the on-air play out and music playlists is developed by the channel’s in-house team.
Explaining the role of social in Bindass’ digital media plan, Pitalwalla added, “The great part of having an engaged fan base on social is that it provides an attentive and active audience to communicate your new show offerings, contests or activities at a moment's notice. By combining these activities with our TV channel, we are extending brand Bindass and its shows beyond the TV channel and at the same time empowering our audiences to have a direct say in key programming.”
Bindass has created original content for web series in the past. Shows such as Chickipedia, How to survive, Bad news breaker, have been successful in attracting the channel’s digital audience.
Understanding the usage of mobile phones for social platforms, the channel is also planning to take the ‘Bindass Facebook Jukebox’ on mobile soon. The mobile version will allow users to vote for their favourite songs and dedicate songs through the Facebook app.
‘Bindass Facebook Jukebox’ had a soft launch in December 2012 and since then has had over 25,000 installs of the app and received more than 60,000 comments.