“What Am i? Don’t you dare slot me! Name me. Fit me. Patronise me. Don’t go by...” It’s The ‘BINDASS Guru Mantra’ that’s topping the charts. 4Ps B&M unveils the man behind the madness“If you know of a person who might be cheating on their significant other, prevent Emotional Atyachaar, call 5059995 and report!” It’s mad, sounds utterly stupid, yet the Bindass formula is rocking the Indian TV space. Known for its dominance in the youth space, generating content which is innovative and cutting edge, UTV Bindass launched the 2nd season of the most talked about and sensational reality show Emotional Atyachaar. Nikhil Gandhi, Business Head, UTV Bindass shares the madness with 4Ps B&M (yes, exclusively):
How has been the journey of UTV Bindass?
2009 was an important year for us. Our business grew by 300% q-o-q. So that is one of the fundamental changes which happened over the last year. We came up with innovative shows which connected well with the target group. We started off with the Big Switch, Emotional Atyachaar and to top it all we did a very strong brand campaign. This gave us a strong playback positioning, identification and recognition in the youth space.
What is your target market and how does advertising work for your channel and target audience?
We attract any brand that caters to the youth. The age group 15-24 is our core target group which extends into 15 to 34 by virtue of preference. We have 356 brands on air at present and the remaining 10-15 which are off the list would be in line soon. We are launching two more shows this month and have increased our ad rates 4 fold. So all of that put together, the revenue model has become a very robust process.
What has been your strategy behind converting music centric viewers to youth centric ones?
We were the first to launch a youth entertainment channel and given its success, other music channels followed suit and launched the same kind of content that we already had. It was the other way around for us that we put music on our channel as an add-on just to be categorized with the MTVs and Channel Vs of the world. We were the first movers in the youth space and coined the term YEC beyond GEC.
How important is music as a genre for your channel? How have you dealt with the reality format?
Music is an ingredient which connects with the target group. It’s one of the important ingredients required for a youth channel and yes, we do play music. In fact we have music of the finest quality. With reality, there are various genres. There is fiction, reality and game show. In truth, there is also horror reality, our relationship reality like Emotional Atyachar and Splitsvilla, there is action reality like Dadagiri and Stuntmania; so there are different genres within reality. We have held on to the format, expanding into various genres within the format.
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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