UTV's youth channel 'Bindass' to go on air on September 17

New Delhi, Sep 2 (UNI) 'Bindass', UTV's Hindi general entertainment channel (GEC), aimed at young India - across television, internet, mobiles and cafes, will go on air on September 17, the UTV sources said.

Within two weeks after its launch, 'Bindass' will attain a whopping 50 per cent of the country's Hindi-speaking cable viewership.

'Bindass' will also be available on Tata Sky, India's top-most direct-to-home (DTH) satellite television provider, offering about 110 channels, various services such as movie-on-demand, gaming active news, sports etc.

In association with Tata Sky, 'Bindass' will reach around one million subscribers, sources added.

Speaking about the channel, CEO of 'Bindass' Zarina Mehta said,''Bindass, the GEC, will reflect the core values of Brand Bindass. Its programming will celebrate the young spirit in India with no soaps, no music, no reality shows.'' Among the notable shows to be aired on 'Bindass' are 'Lagegi', a stand-up comedy show; 'Shakira', centered on India's first super woman; 'Sun Yaar Chill Maar', a delightful sitcom based on college life and 'Ugesh Sarcar', based on India's first street-magician.

''With a fine blend of horror shows, extreme sports, slapstick comedy and the best of international cinema, we hope to strike an instant chord with our audience,'' Ms Mehta said.

''We are really excited that brand 'Bindass' is being born on September 17. A fully loaded Mobile service with our short code 59995 and two websites bindass.com and a really exciting user generated website lagegi.com will be launched simultaneously with the Bindass GEC,'' Ms Mehta said.

Shantonu Aditya, CEO, UTV Broadcasting and Distribution said,''It is, indeed, an achievement for Bindass to reach out to 50 per cent of India's Hindi-speaking cable viewership in a span of just two weeks from its launch. Bindass is proud to associate with Tata Sky.

With its superior quality of satellite transmission and interactivity, Tata Sky is an ideal platform for Bindass to reach its audience.'' Targeting audience in the age group 15 to 34 years, 'Bindass' is laid on the foundation of a comprehensive proprietary research conducted by UTV on the Indian youth and its entertainment needs.

UNI