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Meera Mohanty

New Delhi, Sept 20 Media house UTV has launched two youth channels under its 360 degree youth brand Bindass on September 24.

The company will roll out a Rs 18-crore marketing initiative over six months to sell its brand across platforms. “The youth group comprises 42 per cent of the audience, and yet there was nothing designed specifically for them,” says Ms Zarina Mehta, CEO, Bindass.

Ms Mehta who founded the country’s leading kids channel Hungama, and more recently set up a successful kids channel in Malaysia, says the company is in talks for a strategic partner for its broadcasting arm.

The major driver for the Hindi general entertainment channel is humour. Bindass is supplementing that content with thrillers and movies. The movie channel will feature English, Korean, German and Chinese movies dubbed in Hindi, and these will be ‘fun’ movies. The Bindass cafés will be up before August 2008. The company also plans to launch another two channels, but has yet to finalise the details.

As part of its marketing campaign, Bindass bought a Rs 1.5-crore ticket to space. “We were looking for the most outlandish, most Bindass idea. Most of us wouldn’t be able to afford a space ride. The key was to get an ordinary Indian to get to space,” said Ms Mehta.

ITC’s snack brand Bingo is the sponsor of the seven city contest with the ticket as prize. The contest will be televised into four episodes.

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