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UTV Bindass launches 'Emotional Atyachar'
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MUMBAI: UTV Bindass has rolled out reality show Emotional Atyachar, taking the concept of love and fidelity to a new level.

Starting today, the show will air every Friday at 7 pm with Parle Hide n' Seek as the presenting sponsor.

Says UTV Bindass channel head Heather Gupta, "This concept is a stark contrast to the regular and rather monotonous form of reality shows which involve music and dance.

"This promises not only to be an extremely engaging watch but also a reflection of what people actually experience. Fidelity is an absolute requirement in most relationships and a test of that on national television will certainly be worth the watch."

The channel has roped in Angad Bedi to host the show. "My role in the show is to watch as the action unfolds, and be a support for the person who is watching the investigation. I'm there for them as they watch, and there to support them as they confront their cheating partner, if indeed that happens," avers Bedi.

Produced by UTV Television, the show is conceptualised by the Bindass team with inputs from head programming Shalini Sethi. The show revolves around bringing raw emotion to TV with one partner's actions caught on hidden cameras while the other one is watching what happens. If it gets too much to handle, the partner can press the button during live streaming and leave the studio to meet the partner.

The channel crafted a 360 degree marketing plan for the show that included a mix of TV, radio, print, web, multiplex, trade and below the line (BTL) activities in multiple cities.

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