Bindass set for a makeover this October;music channel Bindass Play to cease
Bindass, the youth-focussed entertainment channel is all set to undergo a transformation from October 2017. As part of this revamp process, Bindass Play, the Hindi music channel from the Disney India stable, is slated to go off air from October.
The Bindass channel will represent a variety of content in a refreshing new packaging. Branded content, original shows, contemporary music and movies will be brought together on a single platform – Bindass. The existing linear platforms – Bindass and Bindass Play – will consolidate into Bindass.
In its promise to be omni-present across platforms, Bindass will launch an OTT platform for the millennials who want to consume content on-the-go. With the addition of this platform, Bindass will have complete presence across linear and digital platforms, providing the users with more opportunities to interact with the brand.
Abhishek Maheshwari, VP & Head, Media Networks & Interactive, Disney India, informed that programming on the revamped Bindass linear platform would comprise 13 hours of Hindi music spread across the day, every day, starting with 5 hours of uninterrupted hit music in the morning.
Last year, with ‘Girl in the City’ (followed by ‘The Trip’ and ‘Girl In The City Chapter 2’), Bindass led the wave of disruption with an omni-content, multi-platform strategy to win over millennials in a rapidly evolving digital space with outstanding success. Bindass will now welcome a slew of new series, which will kick off with the launch of ‘Dil Buffering’ and ‘Tere Liye Bro’ in October and November 2017, respectively.
Maheshwari said, “The main core and primary ethos of brand Bindass is great storytelling. Others things that have always worked well include talent recognition in the web series. It’s a platform where new talent gets their fans and followers. Apart from this, we simultaneously telecast our web series across YouTube, Facebook and TV channel, which has worked really well for Bindass. Our focus will continue to be creating content for the millennials. Since these are sponsored content, we have worked with brands by integrating their stories into our content as well, even though the core part remains being true to the story itself.”
Bindass is also gearing up for its digital push by launching the Bindass App post Diwali, which will be free of cost. “We will also have some exclusive content for our app. The main focus of brand Bindass will be to increase interactivity with the youth,” Maheshwari added.
Throwing more light on the advertisers on board and the brand integrations lined up, he informed, “We have sponsors from each and every corner, including Tinder. This is the first time that Tinder will be sponsoring any show. This apart, we have Micromax, Tinder, Ginger by Lifestyle, and Sofy on board for our new offering, ‘Dil Buffering’.”
Castrol, eBay, Flipkart Fashion, and Tanishq’s Mia had come aboard for ‘Girl In The City Chapter 2’. ‘The Trip’ was sponsored by HUL’s Lakme, Ford Eco Sport, P&G’s Whisper, and Myntra.com.