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General News Disney India to consolidate Bindass and Bindass Play, unveil new look in Oct
[Image: Disney-india-Logo.gif]MUMBAI: In order to attract larger audience, youth-focused channel Bindass is undergoing a transformation and will unveil a new look in October.

Disney is also consolidating its existing linear platforms Bindass and Bindass Play into Bindass. Though the channel will feature new packaging with new logo, the core preposition of being a youth-agonistic brand will remain the same.

The Walt Disney Company India media networks and interactive VP Abhishek Maheshwari stated that the company plans to offer one channel representing variety of content.

“Our intent is to create brand identity that goes across different means. We are consolidating Bindaas Play and Bindaas in one channel as our viewers visit the channel for the same thing. We position this as channel for the youth. We figured that we have to evolve and be nimble to capture youth interest which is again why we went to multi genre. We are an entertainment destination for youth that follows certain ethos and certain line of storytelling and we will stick to that. We are quite hopeful that it will translate to viewership. As per the EPG, it is different for different operators, but we are in both music and youth GEC,” he said.

The revamped programming will focus on strengthening its web series content with four hours of fiction shows. The channel has a line-up of shows which are set for release.

The first show to go on air is ‘Dil Buffering’, which will launch on 29 September and will be simulcast across platforms such as television, YouTube and Facebook at 7 pm. The 15-minute series is a coming-of-age story of a 24-year-old girl who is looking to find true love. In the process, life throws certain subtle signs at her that hint that probably she has already met her soul mate but has not realized it yet. The channel will also premiere new show ‘Tere Liye Bro’ in November.

Bindass will feature 13 hours of music, spread across the day starting with five hours of uninterrupted hits in the morning including viewers’ favourite ‘Selfie Wala’ request show. The programming line-up will also feature a two-hour block of Tia’s Request show, which injects users and social media integration. The channel has kept a dedicated slot ‘Filmvaar’ at 1 pm every Friday to Sunday for airing a film.

Maheshwari said, “We have done lot of integration on our channel–user integration as well as social media integration. We have lot of movies in our library and we have also seen descent amount of interest on movies that we play on Bindass so we are building a movie slot.”

In order to be present across various platforms, Bindass will also launch an app for the millennials, who want to consume content on-the-go. With the launch of Bindass app the viewers can watch the entire catalogue of Bindass content for free.

Last year, celebrating its 10th anniversary, Bindass decided to focus on story telling by offering short format content. The launched their first web series Girl in the City (GITC) which garnered huge response across all the platform. This was also the first series to be simulcast on Facebook, YouTube and television. Following the fame of GITC, the channel launched another show’ ‘The Trip and Girl in The City Chapter 2’.

Maheshwari commented, “The model is to partner with brands. We build the stories and then pick out brands that fit in seamlessly with the stories. We have separate sales team for Bindass, who goes to brand with the stories and then if they like it they come on board. Moreover, we got set of brands that are relevant. We don’t go to each and every brand.”

Show-wise brand integration:

‘Girl In The City Chapter 1’ – Castrol and eBay

‘The Trip’ – HUL’s Lakme, Ford’s Eco Sport, P&G’s Whisper,

‘Girl In The City Chapter 2’ – Castrol, Flipkart fashion, Tanishq’s Mia

‘Dil Buffering’ – Micromax, Tinder, Ginger by Lifestyle, Sofy

Digital numbers

‘Girl in The City Chapter 1’ – Facebook – 27.1 MN, YouTube – 26.3 MN
‘The Trip’ – Facebook – 44.6MN | YouTube – 21.7 MN
‘Girl in The City Chapter 2’ – Facebook – 25 MN | YouTube – 30.9 MN

Cumulative Coverage in millions for Bindass AFP (‘The Trip’, ‘Girl in The City’, ‘Girl in The City 2’)

[Image: Cumulative-Coverage-in-millions-for-Bindass-AFP.jpg]

BARC India: TG: 4+, 2+ India, India Urban, period 29 Apr’16 to 31st Dec’16 and 18th Feb’17 to 21st AUG’17 Cum Coverage in Million


Airtel Digital HD Recorder / Kerala Vision Digital TV
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