Top Story

e4m_logo.png

Home >> Media - TV >> Article

UTV Bindass rolls out new reality show

13-March-2012
Font Size   16
Share
UTV Bindass rolls out new reality show

UTV Bindass launched a new show on March 10, 2012 called Road Diaries. The show features five youngsters leaving their everyday lives and taking on a whirlwind journey across India – starting from Mumbai and concluding in the Himalaya at the Indo-Tibet border.

While talking about the idea behind the show’s conception, Keith Alphonso, Business Head, UTV Bindass explained, “The concept of road trips has become increasingly popular in the last eight to 10 years. It has evolved in the youth context and has become a metaphor for all the things one would want to do before entering adult life. This concept eventually formed the basis of why we created Road Diaries.”

He divulged that the show’s TG is in the age group of 15-24 years. The show has advertisers such as Nestea and Dell. The entire concept was created in-house.

Sharing details about the promotions strategy, Alphonso said, “We used the online medium, specifically social media and our portal, Bindass.com and asked youngsters about the various things they would like to do before they moved into the next phase of their lives. We have planned on-ground, outdoor, online and on-air campaigns.”

While addressing the consumption pattern of youngsters, Alphonso shared that putting content on digital is not an option, it has become a necessity. Any content that Bindass comes out with will always be available across digital channels.

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Aroon Purie, the India Today Group Chairman and Editor-in-Chief today appointed his daughter Kallie Purie as the Vice Chairperson of the group