It’s been two months since MK Anand took charge as CEO at UTV Broadcast, which currently includes UTV Movies, UTV World Movies, Bindass Movies and UTV Bindass and the recently-launched UTV Action. Anand’s agenda at UTV begins with looking at all UTV business standalone. Hence, the decision to launch UTV Action, a channel that will showcase action movies and will eventually replace Bindass Movies.
One reason for discontinuing with Bindass Movies is that both Bindass and Bindass Movies had become twin brands. Thus, the deal now is just to focus on Bindass as an entertainment channel. Anand explained, “Bindass cannot be about delivery, it has to be about the brand.”
To achieve this, there has been an internal restructuring, wherein Heather Gupta, who was earlier the Business Head of Bindass and Bindass Movies, will now only focus on Brand Bindass and work towards realising the new ambition of the brand. Similarly, Sameer Ganapathy will head UTV Movies, UTV Action and UTV World Movies. As per industry reports, Deepak Lamba is also all set to join BloombergUTV as Business Head in January 2010. The news channel is also looking for someone to spearhead the sales function.
As per the new structure, all the channels will have a dedicated sales head, who would report to the business heads and to Group Sales Head Nikhil Gandhi.
Anand also plans to prioritise the sales function of the company. He said, “UTV was already on the growth path and this was perhaps one company for whom recession was over as early as January 2009. The steps that UTV had taken to ramp up its presence were robust, but my belief is that there was a need to revisit the focus on the sales function.”
Anand is confident that in December, Bindass will produce the highest ever ad sales figure ever done by the channel. He asserted that there would be a 40 per cent increase in sales this year.
Bindass also aims to have a 25-50 per cent reach as other youth channels enjoy that kind of reach as well.
Anand shared that the whole restructuring exercise was done to break even. As of now, only UTV Movies is breaking even, while UTV World Movies will break even soon. Anand is hopeful of UTV Action achieving break even within 6-9 months of its launch.
UTV to bring in some adrenaline rush with UTV Action from January 1, 2010
MK Anand joins UTV Broadcast as CEO; eyes breakeven in 18 months