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Bindass to launch Publicity Ke Liye Kuch Bhi Karega... on August 11
On August 11, UTV Bindass will launch a new show that will provide film makers with a platform that can be used intensely to promote and publicise their movies, culminating all the promotional features into a half-hour package.
While a movie's stay at a multiplex depends upon how good or futile the content is, the first box-office records of the movie is always gauged by how striking the marketing strategy has been for the product.
UTV Bindass has taken this into account and has thus made an attempt to craft a platform in the non-fiction genre in a bid to garner fresh eyeballs for the channel.
The format does not allow any beating around the bush, the channel claims. The show will be an amalgamation of interviews, exclusives, performances, movie merchandise, auctions and special unseen previews. The show will also have an interactive mode between the audience and the entire cast and crew of the film, whereby the fans will get an opportunity to question their favourite stars on the Bindass page on Facebook -- www.facebook.com/bindass. Publicity Ke Liye Kuch Bhi Karega will shoot the responses of the stars and post it back on the same page.
Though each episode of the show will be thematic to the movie in terms of the format more than the segments, the attitude and vibe will be constant. Each episode will be customised to the kind of film that will be promoted.
According to Keith Alphonso, business head, UTV Bindass, movie promotions are done on a huge scale these days, with the cast and the crew of a movie going all out to promote their latest upcoming release. "At UTV Bindass, we realised the potential of this and created a platform which will enable the movie makers to publicise their movies in all the ways possible. At the same time, the viewers will be entertained with varied insights from the entire cast and crew of the film," says Alphonso.
Publicity Ke Liye Kuch Bhi Karega...is produced by Face Entertainment, and co-owned by Milind Soman and Monia Pinto. The show will be hosted by Aaliyah Khan.
Today, marketing is an extremely critical and aggressive element for any movie that is set to hit the cinema theatres. Therefore, television has become one of the primary media platforms for such promotions, with movies finding aggressive footing across genres such as news channels, music channels or lifestyle channels, movies are finding aggressive footing across such genres.
But for Bindass, the show could help the channel bring in fresh eyeballs. "Given its positioning, the show is surely going to be more tongue-and-cheek than other shows across varied genres. This could help the channel increase the show's stickiness," says a media executive from a leading agency. Anamika Mehta, chief operating officer, Lodestar Universal, is of the view that since UTV is also a producer of movies, the show will be an added advantage to the network's movie stable.