There is nothing new about the innate connection between music and youth. The youth TG has consistently defined the next wave of music. Keith Alphonso, Business Head, UTV Bindass reiterated this fact, and elaborated UTV Bindass’ efforts to pay more attention to the music route for upping its offer to the youth TG. One step for the channel to pursue this course has come in the form of on-ground events.
Giving a background, Keith pointed out that while channels such as UTV Bindass have seen an increase in the scope of music intake, music preferences have evolved further and Bindass was looking for events that could bring this specialised form of music, which is also uncommon in a manner of speaking, to its audience.
He explained, “Once it was cool to listen to English and then Bollywood ruled the roost for the last eight years. Within the Bollywood scope, remixes came up as a new genre. But as the youth kept discovering the sound that was important to them at an individual level, the music pie moved further and today Bollywood became smaller, and the new genre of music such as Electronica and new sounds from fusion and pop music started becoming important.”
As the young audiences looked for more individualised music, UTV Bindass, in a structured manner, placed a filter of “bindassness” to its music offer. Keith said, “Even when we play plain vanilla, we will add some value to it, so there is a clear differentiation, when you come to Bindass.”
The channel has taken various steps in this direction including Bollyrockers, UTV Bindass jukebox on Facebook, Bindass Rapp Attack and even a content tie up with a leading music label in which Bindass is going to create and celebrate Bindass rockstars in various music spaces, and then take these six people across the country.
The logical next step for the channel from here was to take music to its TG in a face-to–face avatar. Keith informed, “We are partnering and co-opting on-ground music events, which would have Bindass VJs and Bindass zone on-ground. Over the next 12 months, we will just keep coming and hitting audiences all around, with music relevant to our TG.”
The channel plans six large on-ground as a minimum target, where two events would be completely owned by UTV Bindass. The channel started off by roping in pop star Lady Gaga along with Shah Rukh Khan for an exclusive chat that is slated go on–air on November 25,, 2011. It also partnered the NH7 Weekender that took place from November 18 to 20, 2011. UTV Bindass will associate with more of such existing on-ground music properties. In January 2012 Bindass plans to launch its own music property titled Great Wide Open. And this would be topped with many more “mini events”.
“These partnerships allow us a far deeper and engaged audience,” said Keith. More importantly, such initiatives also help Bindass offer more to its advertisers. He noted, “Today there is a large number of advertisers that have felt the necessity to go beyond the 30-second spot, and partner with content that their TG is passionate about.”
Bindass has substantial plans to get far more aggressive on the music route and create more avenues to engage its TG and offer more to its advertisers.