UTV's youth channel Bindass aims to be India's first local youth brand

UTV's soon-to-be-launched youth entertainment channel has been named Bindass after extensive research carried out by Synovate India. Multiple channels, merchandising, gaming, they are all in the pipeline

After selling off Hungama TV to Walt Disney, UTV is gung-ho about its second television venture, Bindass, a youth entertainment channel, being launched with Malaysia-based media company Astro Measat. But Zarina Mehta, COO of UTV's youth venture, offers a correction: "Bindass is not just a channel, but a truly Indian youth brand."

Bindass will be launched by mid-2007, either in June or July. And depending on the success of the channel, which has an outlay of Rs 200 crore, UTV and its joint venture partner, Astro, may take the brand to Southeast Asia, where the two have a presence already.

Zarina Mehta

Bindass has a core target group in 17- 21 year-old college goers. "Bindass stands for fun, frankness, fearlessness and valuing freedom in all its forms," says Mehta. However, the baseline for the channel hasn't been worked out as yet. A lot of research has gone into identifying a brand name the youth will connect with, and also to explore what the youth aspires to watch and experience.

The name of the channel was finalised after an in-depth quantitative 'brand name test' conducted by Synovate India. Further, a qualitative study with Probe Qualitative Research (PQR), the qualitative division of IMRB International, was also carried out. A 'usage and attitudes' study is currently being undertaken by Synovate.

While referring to Bindass as a complete youth brand, Mehta says it will be extended to multiple platforms, including online, gaming and merchandising. "In the first phase, we will roll out a website, a game and a retail event." She adds that a few regional channels will also be launched under this venture, before they take it to Southeast Asia.

Mehta is tight-lipped about the USP of the channel and states only that the channel is all set to celebrate being young in India. "It will be a mirror for the youth," she asserts. She is unfazed by the mammoth task of capturing a young and discerning audience, a task that many have attempted unsuccessfully in the past. "The critical thing is to make it a fun experience for them and we have a lot of learning from Hungama to back us," she says confidently.

When questioned about a possible print or radio foray, Mehta says, "We are not good at that and aren't thinking about it right now, however we will value partners in these ventures."

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