To commemorate its 10 years in the broadcasting space, youth channel Bindass is all set to unveil its new 3D look and feel with fresh content from November 5 onwards. The channel which started on September 2007 completed its ninth year this October and has planned around 10 shows for its 10th year, currently underway.
Nikhil Gandhi, VP – Revenues, Media Networks at Disney India shares about the new look, “We are rechristening the look and feel of the channel. From November 5, the entire packaging will have a 3D effect.”
Vijay Subramaniam, VP- Content and Communications, Media Networks at Disney India adds, “We have explored the medium of 3D for the first time. We have worked with live environment, graphic environment but not 3D CGI. The packaging is done in house.”
After the channel spelt success with its recent original web series ‘Girl in the City’ which according to Gandhi garnered 30 million views on Facebook, Bindass is set to leverage its social media presence – it has eight million likes -- further with its new shows. Gandhi shares his thought, “Bindass is a platform agnostic brand which is available across every medium. We are not just a TV channel but storytellers. So we are not restricted to any format. From six seconds to full length movie anything can come out from Bindass table as long as it’s driven by the sentiments of young India. Also we have the highest engagement. We are already there with audience wanting more.”
Gandhi goes on to talk about his upcoming properties, “On November 4, we will bring one of our IPs ‘Beg Borrow Steal’ on Facebook, followed by YouTube and then on the channel on November 5. We are doing a lot of extensions including Facebook Live with the main protagonist, a version on Instagram with short videos and live vlog where experiences will be shared. Then on December 15, we are launching ‘The Trip,’ one of our tentpole properties, a fiction web series starring model and actor Lisa Haydon, internet star Mallika Dua, model Sapna Pabbi and actress Shweta Tripathi. Again there will be Facebook Live sessions with Haydon and many short format videos from the series. There are five shows under production. Season 2 of ‘Girl in the City’ is lined up. We are working with lead directors and writers this year.” ‘Beg Borrow Steal’ and ‘The Trip’ are 13-part weekly properties with branded content rolled out across its social media platforms in synced with the character.
Coming to sponsors, ‘Beg Borrow Steal’ has roped in Ossum and Airtel while ‘The Trip’ has Lakme, Ford Ecosport and Myntra. The latter is in the process of signing more brands. “There are some brands who only ask for digital presence, some for TV presence and then some who want everything. So our advertisers on TV and digital could be different.” Gandhi adds that brands understand the exposure the channel brings along with itself, especially on TV and social media platforms (Facebook, Twitter, Instagram and Snapchat). “That’s an inherent advantage to us compared to other content makers in the whole web series space.”
Gandhi goes on to talk about their monetization model and how it’s evolving, “Our monetization model is not just restricted to sponsorships. We also monetize across all the platforms we put on our content, through whatever ad sales we get on air, on YouTube and Facebook. The show also gets syndicated. ‘Girl in the City’ is getting rechristened and recreated in Indonesia. We have syndicated the show in airlines and doing the same in many countries in the Middle East. That’s the opportunity of creating content. My monetization model has gone into a different zone altogether.”
With so much happening is there any chance of seeing their OTT service anytime in the future? Gandhi doesn’t think so at least for now, “That space is evolving and is exciting. But as of now we have not made any plans.”
Subramaniam feels they are very much part of the OTT ecosystem, “We have enough things to focus at this point. The unique advantage of Disney globally is we are the world’s largest creator and licensor of distinct branded content. Whether we are present in that ecosystem ourselves or not we are already a part of it. We have strategic relations with each and every OTT platform. We are not missing out on the piece of the future, we are already there.”
The promo link of ‘Beg Borrow Steal’