Brand Bindass will be following up the launch of its general entertainment channel with a movie channel. Called Bindass Movies, the channel will be a mixture of Indian and dubbed international movies, however, efforts would be made to stay true to the Bindass DNA. Bindass Movies, with the tagline ‘Full Kida’, is slated to launch in early October 2007.
Speaking on the channel, Zarina Mehta, CEO, Bindass, said, “I wouldn’t want even a single movie on the channel that is not ‘bindass’. We are selecting each movie with that precision, even if it means that we have to buy the labels individually than the bulk buying that usually happens in movie buying.”
Mehta believes that dubbed movies would prove to be an asset for this channel. She said, “The dubbing makes all the difference for an international movie, and we have taken a different approach to it. It’s really like scripting the whole movie than just a translating job, which we see sometimes. This is one reason why these movies would hold on to our core TG.”
She further explained, “Even from a ratings point, if you see the kinds of numbers that dubbed movies can do, they average in the middle of high rated Indian movies and high rated international movies.”
Bindass plans to invest Rs 250 crore in four channels. Mehta informed that the nature of the third and fourth channels was yet to be finalised, but they could be in other languages or other more niche genres. This too is an area that Bindass will focus on once the two channels launch.