New Delhi, Sep 23 (UNI) 'BINDASS', the new Hindi entertainment channel from media conglomerate UTV aimed at the youth from the age group 15-34 years, will hit the television screens tomorrow.
Representing four values - Fun, Frank, Fearless and valuing Freedom, 'BINDASS' is India's first local 360 Degree leisure and entertainment brand for young India targeted at the age group of 15-34 years.
It will comprise of a gamut of entertainment and leisure space-a bouquet of television channels, mobile, web, gaming, merchandising, retail and nationwide ground events.
For its launch, 'BINDASS' has announced an innovative first of its kind initiative 'Bingo Bindass Go to Space Contest '- a nationwide hunt for the first Young Indian space tourist sponsored by ITC's youth brand Bingo. The hunt would take place in Mumbai, Delhi, Bangalore, Kolkata, Pune, Ahmedabad, Lucknow to search for the most bindass space tourist.
The lucky winner of the hunt will get once-in-a-lifetime opportunity to travel to space as a passenger on board RocketPlane XP a US based commercial flight. All one has to do, beginning September 24, is watch 'Bindass' at 8:00 pm. Every week there would be one question flashed on the television screen. Viewers have to answer just one of the six questions correctly to be eligible for participating in the contest.
Viewers can also log on to www.bindass.com or send an SMS 'BS' to 59995 or dial 5059995 from their phones and get access to the questions. Spykar is the styling partner for the contest.
Speaking on the launch of the channel, the CEO of 'BINDASS' Zarina Mehta, said,''we are delighted to give young India a historic opportunity to fly to space. You don't have to be a millionaire or an astronaut; you just have to be BINDASS - fun, frank, free and fearless! We are delighted to have ITC's Bingo as our presenting sponsor which is a great fit with brand Bindass.'' Says Hemant Malik, Head - Marketing, ITC Limited - Foods Division,''the Bingo brand DNA is all about owning youthful and innovative platforms. The Bingo Bindass Go to Space contest blends perfectly with both our brand parameters. We are very happy to be associated with a like minded brand like Bindass and be part of this innovative and once in a lifetime contest.'' The content of 'BINDASS' is innovative with a mix of original programming and acquired shows, which will strike an instant chord with the audience.
Lending a youthful feel to the channel will be Shakira, India's first female action-hero, Ugesh India's first street-magician and Lagegi, presenting India's first ever stand-up comedy act performed before a live audience that will be present on 'BINDASS'.
While 'Shakira' is an edgy, action-thriller series in the prime slot showcasing today's empowered woman who fights for justice, 'Lagegi' is a spirited satire on current issues affecting young India shot only 48 hours prior to telecast so as to maintain its topicality.
'Sun Yaar Chill Maar', a comedy show on the life of five college friends is a laugh riot that strikes an instant chord with anyone who is in college or will attend college. 3rd Degree is a show featuring Ugesh Sarcar -India's first street-magician performing live acts and stunts to enthrall the audience.
To add to the spice, the programming is peppered with extreme sports, action, edge-of-the-seat thrillers, horror shows, spoofs, street magic, slapstick comedy and over 100 international movies.
Besides C&S homes Bindass will be available on Tata Sky, the JV between the TATA Group and STAR.
'BINDASS' and related 4 channels under the brand name 'Bindass' - a World Cinema Channel, Hindi Movie Channel and English Business News Channel - are among the bouquet of nine channels that will be launched by UTV Global Broadcasting Ltd (UBL), the broadcast arm of UTV which will also distribute these channels.
A slew of other channels will be announced soon.
The launch of the 'BINDASS' brand comes after the roaring success of its Kids Channel - 'Hungama TV', which has risen to the Number 1 position in 18 months.