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UTV Bindass mulling 360-degree brand extension
With rising competition among youth entertainment channels, UTV Bindass is looking at 360-degree brand extension programmes to leverage content across multiple platforms.

The channel has initiated talks with Direct-to Home (DTH) service providers to make available episodes of Emotional Atyachar in a home video format. The show, which has been developed on the lines of a reality show, gives opportunities to participants to carry out loyalty tests on their partners.

Nikhil Gandhi, business head UTV Bindass said: “Emotional Atyachar has been received well by viewers. Apart from providing red button content to DTH operators we are also negotiating with Shemaroo and Moser Baer to make available seasons of Emotional Atyachar on VCDs.” The details of the revenue sharing model for both propositions are being worked out.

Besides, the channel has already clinched a deal with telecom service provider Aircel to launch webisodes of the popular entertainment show. Episodes of Emotional Atyachar can also be viewed online on YouTube. Video download deals have been finalised with Indiatimes.

“Content of Big Switch, Dadagiri, Beg Borrow Steal would also be leveraged across platforms eventually. These brand extension programmes will contribute an additional 15-20 per cent to show revenues. Overall, the channel revenues are set to go up by around 10 per cent from these initiatives,” added Gandhi.

The popularity of Emotional Atyachar has prompted producers to take the concept forward on to the international arena. Gandhi, while declining to divulge the names of the corporates UTV is in talks with said, “The show may soon be available in a modified version in Germany, Spain and the US.”

In the recent past, competition has picked up in the youth entertainment space with multiple channels going in for re-positioning exercises. MTV and Channel V have both cut music content and focussed on reality shows to widen audience base.

UTV Bindass, a pioneer in the youth entertainment space, today has a channel share of 14.4 per cent in the hindi speaking market. According to data made available with TAM - a viewership monitoring agency - in the first seven months of the year UTV Bindass trailed MTV and 9X M which have channel shares of 15.4 and 14.6 per cent, respectively.

Source: Business Standard

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