25 Sep 2017
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Bindass firms up new set of shows at 7 pm

MUMBAI: After dealing with themes like ‘B for Change’, relationships and gender neutrality for youth empowerment, Bindass is now launching shows revolving around the theme of ‘exploration’ at the 7 pm band.

Vijay Subramaniam, VP and Head – Content and Communication, Media Networks – Disney IndiaWith the aim of evolving with the viewers, youth entertainment channel Bindass is exploring themes that are zesty, free-spirited by developing aspirational characters and stories. The theme of exploration stems from the fact that the youth can only make choices if they are given the freedom to explore.

Disney India Media Networks VP and head of content and communication Vijay Subramanium said, “We have acknowledged that youth is an evolutionary mindset and is constantly evolving and thus as a brand we too need to be constantly evolving, and at no point do we want to rest on any one dimension.”

Bindass has unveiled three new shows around the theme that would be launched in quick succession, refreshing the channel’s programming.

The first in the line-up is ‘Sun Yaar Try Maar’, which launched on 25 October. Airing every Sunday at 7 pm, the show underscores the importance of relationships in life.

An extension of the flagship property ‘Yeh Hai Aashiqui’, ‘Sun Yaar Try MaaTu-Con-Main-Con-logo01r’ is produced by Lotus Talkies. The channel has roped in L’Oreal and Glam-Up as sponsors for the show.

The second show from the channel will be ‘Tu Con Main Con’, slated for launch on 7 November. Airing every Saturday at 7 pm, the show will introduce the audience with two aspirational characters in Dhurv and Tara.

Produced by Sunshine, it is the story of two artists who go on to con the biggest fraudsters in the country.

Subramanium said, “We have done well with relationship-based shows, but we know we need to offer variety. One area which we felt was great for storytelling in a fun way with a longer arc was by presenting this story of two con artists.”

The third show from Bindass’ kitty will be ‘Kota Toppers’, which will be the channel’s first sitcom. Premiering on 20 November, the 13-week property will air every Friday at 7 pm.

To date, Bindass’ original shows aired only on Saturday and Sunday at 7 pm with repeats and library content scheduled for the rest of the week.

Produced by Bodhi Tree Productions, ‘Kota Toppers’ will portray the fun-filled journey of seven quirky IIT aspirants and their interpersonal relationships.

“Bindass has always premiered its shows at 7 pm and the time slot has done very well for us and over time our audiences have also become familiar with the slot. Moreover, it will be effective as we expand into rural markets,” he stated.

Kota Toppers LogoThe channel has always worked with three hours of original programming per week and is still following that routine. Between its library content and repeats, it builds a schedule for its consumers on weekdays. Bindass continues playing music from 7 am to 12 noon, after which they start the long-form programming.

He added, “We want to stay focused on the weekend as the band is very convenient for our consumers as well. Eventually our plan is to expand our 3-hour programming by a couple of more hours.”

All the shows will also enjoy a digital presence—on YouTube and the official website, with exclusive videos and sneak peeks. Besides, the channel is improving on its ‘Bindass Play’ app to boost content engagement.