MUMBAI: Hindi entertainment channel Bindass has announced a new music channel called ‘Bindass Play’ which will have 13 shows across the days of the week viz., ‘Melody Remedy’, ‘Ishq Messenger’, ‘Tweet the Beat’ and more. The channel will play peppy music in the morning and down tempo music in the night, which would be more like Mood Mapped music channel. It will be launched on 1 October.
The channel hopes to offer viewers with curated music of their choice based on information gathered through social media requests and SMS requests. Bindass Play will play only 5-10 per cent of non-film music, while Bindass will continue airing five hours of music every day.
The channel stated that it is India’s first crowd sourced channel which strives on the motto: to inspire, to celebrate and to empower. The tagline of the channel is ‘Saath Hain Toh Baat Hain’. The channel targets the age group of 15-25 years and will play music not older than the 90s music. The second level content plans will be announced by December-January, said UTV Network VP Media Network Vijay Subramanium. The channel is launched along with four brand partners and is based around strong research, claims UTV Network VP Revenue & Sales Nikhil Gandhi.
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When asked why the network chose to launch a music channel and not a GEC, Disney India MD Siddharth Roy Kapur said, “It will not be a GEC as we want to be a part of the spectrum in which resources are best used. We plan to make optimum use of UTV acquisition.”
Bindass Play is distributed across digital and analog. It will be available through DTH and MSOs. Bindass and Bindass Play will not be available in the same package as the new channel’s rate will be a bit higher than other channels, because it is a premium channel. “Bindass Play will have active consumption and not just passive consumption, which makes it premium,” continued Gandhi.
