, Mehta talks about the journey that has finally helped shape a channel strictly for the Indian youth Why was it so crucial to launch Bindass?
We announced Bindass's launch last year. While there has been considerable growth in news-, movies- and kids-based channels between 2005 and 2007, no channel offered complete leisure and entertainment content especially for audiences in the age-group of 15-34. Bindass was created as a result of that. It aims to be India's first local, 360 degree entertainment brand for young India.
In the Indian television context, Hungama is considered a terrific success story too especially as it became the number one channel for kids within just 18 months of its launch. How did you use that experience for the benefit of Bindass?
We used the same research technique for Hungama, Bindass and Astro Ceria, a Malaysian channel for kids that we launched last year. Seeing the success of Hungama in India, Astro invited us to create a kids channel in Malaysia.
It became the number one kids channel within nine months of launch. We took some of Hungama's shows to Malaysia, re-shot them in the local language with local actors and the result was positive.
Could you elaborate on the research done for Bindass?
Our research for Bindass "" it cost nearly Rs 45 lakh ""was based on three large studies carried out on 2,500+ audiences in the age group of 15-34. This carried on for four months and we focussed on what is called "peer focus group discussion".
We also found out that of the 95 million Indian television viewers, 42 per cent belonged to the age-group of 15-34. But there was nothing offered in the entertainment and leisure space for audiences in that age group.
Since you're looking at a youth channel for a target audience in an age group that varies considerably, what sort of programmes will Bindass showcase?
To begin with, we have fresh new faces for all our programmes. Bindass (it is a pay channel) will have 35 per cent of original content and eight hours of original content will be shown on a daily basis. We will have a mixed bag of comedies, horror shows, action/thriller shows, adventure sports shows, besides films that will be shown on the channel.
We are looking at unique ways to familiarise audiences with the channel too. Having sponsored Malhar, a popular college festival in Mumbai, we are also sponsoring IIT Rendezvous this year and IIT Mumbai's Mood I fest. In addition, we have also started a contest to launch the first young Indian space tourist. Besides we are looking at mobile content too.
What about tapping international audiences for Bindass?
I want to build the brand for a year in India and then take it to international audiences in Malaysia, Indonesia and Sri Lanka, besides other places.
