UTV’s Bindass to go on air on Sept 17

Media News

New Delhi, August 31, 2007

UTV, India's leading, integrated Media & Entertainment Company has announced that Bindass, its Hindi general entertainment channel (GEC) will go on air on September 17, 2007.

The Hindi GEC is the first manifestation of Brand Bindass, UTV’s 360-degree entertainment brand aimed at young India- across television, internet, mobile and cafes. In all of two weeks from the date of its launch, Bindass will reach a whopping 50% of the country’s Hindi-speaking cable viewership.

Bindass will be available on ‘Tata Sky’, India’s top direct-to-home (DTH) satellite television provider offering close to 110 channels, various services such as movie-on-demand, gaming active news, sports etc. Through the association with Tata Sky, Bindass will reach around 1 million subscribers.

On the occasion of ‘Bindass’ going on air, Zarina Mehta, CEO, Bindass said, “We are really excited that brand Bindass is being born on September 17, ’07. We launch simultaneously with the Bindass GEC, a fully loaded Mobile service with our short code 59995 and two websites bindass.com and a really exciting user generated website lagegi.com. Bindass, the GEC, will reflect the core values of Brand Bindass. Its programming will celebrate being young in India. No soaps, no music, no reality shows. It will bring to television, Lagegi- a stand-up comedy show as seen through the eyes of young India; Shakira, India’s first female action-hero, Sun Yaar Chill Maar a delightful sitcom based in college and Ugesh Sarcar, India’s first street-magician. With a fine blend of horror shows, extreme sports, slapstick comedy and the best of international cinema, we hope to strike an instant chord with our audience”.

Shantonu Aditya, CEO, UTV Broadcasting & Distribution, said, “It is, indeed, an achievement for Bindass to reach out to 50% of India’s Hindi-speaking cable viewership in a span of just two weeks from its launch. Bindass is proud to associate with Tata Sky. With its superior quality of satellite transmission and interactivity, Tata Sky is an ideal platform for Bindass to reach its audience”.

Brand Bindass is laid on the foundation of a comprehensive proprietary research conducted by UTV on the Indian youth and its entertainment needs. The channel is targeted at a target audience in the age range of 15 to 34 years.

For further details please contact:

Tondonsana R.K

IPAN

Phone: 011-4249 2100