Backstabbers beware, Emotional Atyachaar Season 3 is here

UTV Bindass is going all out to capture the massive youth audience and tap into their lives and hook them on through their new shows. All the new shows are very youth oriented.

The channel is all set to launch the third season of Emotional Atyachaar which has been quite a success in its last two seasons. Talking exclusively to Adgully, Keith Alphonso, Business Head, UTV Bindass discussed the launch of third season of Emotional Atyachaar and other plans for the channel.

Alphonso said, "This is our largest show. It redefines the youth's reality space which is an offering that has taken Bindass to the No. 1 position and held us there consistently for about 62 weeks. We are back with Season 3."

When asked about whether there were any new elements in this season, Alphonso commented, "The core of the show is very strong. Basically what we can change is the peripheries around it. If we do any tampering with the core of Emotional Atyachaar, then it will become another show. The show in its essence is still the same. We are still committed going out there and saving young people from the "atyachaar' of a deceptive relationship."

He further added, "What we are making bigger, better and brighter this season is that we got Ajay Devgn to co-host the first show. Last time we were in three cities and this time we are in six cities. We used a whole range of technology last time and we have made it much better this year and have extended the tangent on digital space a lot. India Times have created a separate micro site for us. We have gone back to people who were in our first seasons and seen how they have done in life. This time we also have counseling calls and have tied up with a NGO and called it "Emotional Atyachat'. There are trained psychiatrists to help couples in distress."

The channel is now using state of art technology and keeping to the core of the show.

Commenting on the marketing plans, Alphonso explained, "I don't have to sell the concept of Emotional Atyachaar. Within the UTV network, we have our promos and logos running all across. In addition to that we have multi TV plan along with outdoor plan. We have to tell people that we are back."

"Challenge was and will always be whatever we put out there actually works towards helping young people lead better lives and understand their relationships better and ensure they have stable relationships.," explained Alphonso.

Emotional Atyachaar Season 3 is expected to air on June 10th 2011 at 7pm. Along with Micromax, who is the lead sponsor for the show, the other associate sponsors are Manforce Condoms, Vanessa Deodorants and Genx NV Style Inners.

UTV Bindass have plans to launch 12 shows within this year and 8 out of them are expected to be in new formats. Apart from Emotional Atyachaar Season 3, the audience can also expect the channel's popular shows like Beg Borrow Steal, Date Trap Season 2 and Big Switch Season 3.

"Superstud, a new show will soon follow after Emotional Atyachaar Season 3 in July," said Alphonso. The other new formats will include a fashion-based show, a youth news show, comedy and a celebrity show which are in the pipeline for this year. | By Janees Antoo [janees(at)]


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