UTV Bindass ups ante on Advertiser Funded Programming

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | June 01, 2010
A dedicated team comprising six-seven members to focus on Advertiser Funded Programming (AFP) for the channel has been put in place to ideate and produce AFP content

UTV Bindass is all set to maximise its gains from advertiser funded programming (AFP). The channel has set up a dedicated team to conceptualise and mount AFP shows exclusively.

Talking about UTV Bindass' focus on AFPs, Nikhil Gandhi, business head, UTV Bindass, shares, "Our AFP offerings have gone down well with our viewers as well as brands. There are clients who are keen on partnering with us for the second season of the property. Sunsilk Bindass Blue Carpet is a case in point. The first edition of the show won us an Abby award at Goafest. The success of our previous offerings has prompted us to further concentrate and push our AFP content."

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The channel head claims that last year, AFP accounted for 8-10 per cent of the channel's total revenue.

In 2010, the channel is looking at increasing this figure to 20 per cent.

UTV Bindass is looking at producing about 10-15 exclusive properties every year as part of AFP content. The first offering to go on air this year was Yamaha Dream Ride, which went on air on May 31. The 10 episode series is a biking reality show.

The channel has put in place a team which will explore, conceptualise and mount brand specific properties. The team's mandate is to actively seek new clients, along with entertaining the briefs that UTV Bindass attracts from interested brands.

Gandhi informs that on the AFP front, the channel is looking at offering advertisers customised solutions and communication packages on-air (in the form of shows) and events and activations. In fact, the second project that the channel is going to do is for Nestle Polo. In partnership with the brand, the channel will organise freshers' parties for college students, both in Delhi and Mumbai, in June and July.

Without sharing the cost and budget involved in offering clients branded content, Gandhi adds that one could choose to mount a show with a budget of Rs 5 lakh. According to him, the figure is totally dependent on the concept, scale, production values and celebrity involved in a particular property.

UTV Bindass has, in the past, mounted AFP shows such as Ponds Destination Love, Honda Stunner, Fanta 21 and Idea Bindass Live.

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