US to import Emotional Atyachaar from UTV

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | August 10, 2010
Besides, UTV Bindass, the youth channel is preparing to launch six-seven new shows in the second half of 2010. It is all set to launch a fresh show, The Chair, based on paranormal experiences

UTV Bindass is looking forward to monetising the popularity of some of its key properties. As a first step towards this, the channel is getting aggressive on the syndication front.

The youth channel is in the process of syndicating its popular show, Emotional Atyachaar, to the US. Talking to afaqs!, Nikhil Gandhi, business head, UTV Bindass, says, "The show is a completely new concept. It's a fresh format and we are exploring opportunities to syndicate the format of the show to the US."

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Gandhi denies any resemblance of the format of Emotional Atyachaar to the international show Cheaters, which is also centred around spying on one's partner. According to Gandhi, the show is different from Cheaters in many ways - one of them being that Emotional Atyachaar features couples, whereas Cheaters features only married couples.

The channel also plans to launch home videos of Emotional Atyachaar. For launching home videos, the channel is in talks with Shemaroo.

On the programming front, the youth channel is all set to keep its audience busy with three big launches, including a brand new show titled 'The Chair' inspired by paranormal experiences. Also, it is ready with fresh seasons of Emotional Atyachaar and Big Switch.

In the coming few months, UTV Bindass will mount new shows based on the reality and fashion genres.

Gandhi emphasises that the last one and a half years have been encouraging for the channel as the number of brands advertising with UTV Bindass has increased considerably. He informs that this turnaround has come about owing to the success of its three key properties, including Emotional Atyachaar, Big Switch and Dadagiri.

According to Gandhi, on a channel such as UTV Bindass, any show that delivers ratings in the range of 0.5-1.5 is considered to be an attractive property by marketers and this is what has led to the increasing faith of advertisers in the brand.

In February, the channel came out with its brand campaign titled 'What I am'. The campaign brought out UTV Bindass' crazy and fun-filled attitude and at the same time, focused on the 'responsible' side of the Indian youth.

It now plans an award show - the What I Am Awards - as a part of the 360 degree extension of brand Bindass. For the award show, it has commissioned a multi city survey by Synovate India, covering 3,000 respondents to map and index youngsters' behavioural patterns, including their consumption and purchasing choices.

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