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Bindass Play boosts interactivity with viewers, launches ‘Selfie Wala Show’
MUMBAI: With an aim to increase interactivity with young adults, Disney India’s eight-week-old music channel Bindass Play has launched a unique ‘Selfie Wala Show’.
The channel already runs three shows that air playlists curated by the youth through various platforms like Facebook (‘Tia’s Request Show’), Twitter (‘Tweet Meri Beat’) and SMS (‘Ishq Messenger’). Its new show will cash in on the current trend of selfies, giving viewers a chance to pick songs from a pre-selected playlist and attach their selfies to their requests, which will be featured on the channel.
Flowing with the mood of the young adults, the show will air from Monday to Friday at 7 pm with multiple airings during the day. With the channel following the strategy of mood-mapping, the playlist of the show will be contemporary and will comprise peppy numbers.
Disney India Media Networks VP content and communications Vijay Subramaniam said, “With our need to empower young adults, having them interact with us and curate their own playlists is important. One of the big things today is putting a picture to your expressions and putting an identity to the statement you are making. The ‘Selfie Wala Show’ is another way to interact with the channel in a unique way.”
Some interesting facts about the selfie phenomenon are that around 93 million selfies are taken per day, as stated by Google VP Sunder Pichai, and Samsung discovered that in 2013 selfies made up 30 per cent of the photos taken by people in the 18–24 age group.
Taking the show to the next level, the channel has also created a mobile application ‘bPLAY’, which will enable viewers to easily attach their selfies to the song requests for ‘Selfie Wala Show’ and the other three request shows as well. The application is presently available on Android, and will soon launch on the Windows platform.
However, the mobile app will not see a launch on the iOS platform any time soon as the platform is not dominantly used by the young adults today, Subramaniam states.
He added that the channel will look for interesting twists to the content to drive further engagement with the youth. One of the things Bindass Play might explore is creating different avatars for different Indian cities.
Subramaniam claims that Bindass Play is the number two channel in the music space since its launch, having garnered 2,399 GTVTs (gross television viewership in thousands) in the eight-week period (TAM, CS 15-24 AB, HSM 1MN +, Wk 41-47’14, all days 0700–2300hrs).
In the next six weeks, the channel will unveil its second batch of content which will include new shows.
The channel recently added a dash of humour to its packaging by launching two animated humour blocks for weekdays and weekends. In terms of short-form storytelling, it introduced ‘Who’s Your Pappa?’ for the weekends and a nerdy teenager with a wise grandmother in ‘NikAmma’ for weekdays.
“The idea is to entertain and create new dimensions of interactivity through humour. These two animated blocks add another layer to the channel,” he stated.
‘Who’s Your Pappa?’ deals with the classic question as to which comes first, the chicken or the egg. ‘NikAmma’ showcases a nerdy teenager getting advice from his grandmother on various issues, but in a cool manner.
“What is happening in the music video is the jump-off. The idea was to build affinity for the channel and we are aiming to establish the characters, each with its own unique identity, to build more stories around them as we go forward,” Subramaniam explained.
When it comes to the music library, the channel has not gone beyond the ’90s. The only show that airs music of the ’90s era is ‘Ishq Messenger’.