The Walt Disney Company is building the Bindass brand in India. Using the youth genre connection, the company is in the process of creating a new proposition for its Bollywood news and entertainment channel UTV Stars.
The makeover of UTV Stars will take place in October, following which it will aim to super-serve the entertainment needs of young viewers. This will be Disney’s first major step after Siddharth Roy Kapur took over as the new managing director in January. Kapur, who was earlier heading the motion pictures business, will need to take radical steps to scale up Disney’s television business in India.
Bindass will be Disney India’s highest revenue-earner in the broadcasting business. The other channels in the bouquet are UTV Movies, UTV Action, UTV Stars, UTV World Movies, Disney Channel, Hungama TV and Disney Junior. Launched in 2011, UTV Stars will continue in its present form till September this year, offering popular Bollywood content including music and feature-based programming. It faces competition from Zoom and E24.
UTV Stars will unveil in October a new brand proposition complemented by fresh packaging, new content and a new brand name “that will further strengthen the Bindass brand”. Disney India Media Networks VP content and communication Vijay Subramaniam said, “Disney India is committed to serving audiences with differentiated multi-brand offerings in the television space. To that end, we are refreshing our product offerings in the youth genre, using brand Bindass to create a new proposition for UTV Stars that is complementary to the Bindass brand and centred around themes and passions that drive young India.”
Disney India Media Networks VP revenue Nikhil Gandhi added, “As one of the most dynamic media industries in the world, it has been our constant endeavour to continually refresh our offerings to stay ahead of the curve and serve our audiences and stakeholders with quality content that raises the bar on engagement and relevance.” Bindass boasts genre-defining shows and campaigns that have mirrored the realities, dreams and aspirations of the Indian youth to garner a cult following. Its recent initiative ‘B for change’ and new shows like ‘Yeh Hai Ashiqui’, ‘Halla Bol’ and ‘Change Ayega, Hum Layenge’, along with other shows like ‘Emotional Atyachaar’, have underscored Bindass’ philosophy of being an ‘enabler of purposive action’.