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UTV targets youth with 360-degree entertainment brand ‘Bindass’

23-February-2007
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UTV targets youth with 360-degree entertainment brand ‘Bindass’

We have seen almost all media majors including STAR India do it and now it is UTV’s turn. The elusive youth TG is hard to get and UTV is attempting just that with its forthcoming venture ‘Bindass’. As is known, this venture is in association with Malaysia based media company Astro Measat. The name ‘Bindass’ has been zeroed on after an extensive and in-debt quantitative study by Synovate.

Zarina Mehta, COO-Broadcasting, UTV said, “Bindass is fun, frank, fearless and valuing freedom in all its forms. In a nutshell, it captures the essence of our brand’s values.”

The ‘Bindass’ brand is a 360 degree entertainment brand and includes the entire gamut of entertainment -- television channels, a mobile channel, three websites, creation of original games, merchandising, retail and nationwide ground events providing Indian youth an array of choices.

Elaborating on the target of the venture, Mehta explains, “With Hungama, we focussed our energy on the 10-year-olds. Then, given the potential that the market holds, we thought why not focus now on 20-year old. This is our very core TG is the 17 to 21 year olds and at the broad level it is the 15 to 24 yrs old.”

According to Mehta, the kids’ space today houses as many as six channels and most action has happened in the last year in this space. While there are other channels like MTV and Channel [V] or Zoom or any other GEC channels which would interest the young people but not focussed completely on youth and that’s the gap.

She said, “Yes, they watch a lot of movies yet and do a lot of other things but there are no broadcast channels that target them to serve all their entertainment. So that’s where we come in and that’s the big idea of creating the India’s first local youth entertainment brand.”

The research included three and half month intensive research that was both quantitative and qualitative research. The research was conducted by a detailed qualitative study with Probe Qualitative Research (PQR), the qualitative division of IMRB International. A large quantitative Useage and Attitudes Study with Synovate was also done. Mehta said, “The research clearly indicates that what the youth actually want in a brand is fun, the joy of being young in India and strong Indian local flavour. We therefore went for a name like ‘Bindass’ that was Indian and not English or something else. It really is celebrating being young in India.”

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