Thakur
Banned
- Joined
- 30 Aug 2013
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Youth are a fickle audience. Especially considering that today’s young are a mobile first generation, and it is difficult to nail them down and make them watch simple telly.
No one understands this more than Star India’s Channel [V] which brought the curtains down on youth programming and reinvented itself as a music channel recently.
And of course no one understands this more than Disney India Media channels VP and head of revenue Nikhil Gandhi. He has the responsibility of running the mousehouse’s channel’s in India comprising of youth channels – Bindass and Bindass Play and kids channels - Disney Channel, Disney Junior, Disney XD and Hungama TV, and movie channels - UTV Movies and UTV Action.
What’s grabbing his attention these days is Bindass. Launched as a youth channel in 2007 under the UTV umbrella, it aired cult shows such as as Yeh Hai Aashiqui, Love by Chance, and Emotional Atyachaar which got it into the top 3 slot in the youth channel genre. But that was in the pre-smart phone era, when video consumption on hand held devices was not that ubiquitous.
Over the past few months, Gandhi and his Bindass team, have been working on reinventing the channel into one which is relevant for today’s mobile and Internet data guzzling youth. Among the first steps it took was to release a series first online on its Facebook page. Called Girl In The City it caught the youth’s imagination.
Indiantelevision.com caught up with Gandhi to know what else is on the cards for Bindass viewers in an exclusive tete a tete.:
Excerpts:
What’s in store for Bindass?
Bindass started out in 2007 and we have completed nine years. And this is going to be the 10th year of its existence. We are planning something very exciting. We have changed the way that content is getting developed on the channel. We are not looking at channel content only but platform agnostic content. We started off with the journey of this thought process three months back with a show called as Girl in the City (GITC) which has now come up to become the second most viewed show as a web series in India for which we partnered with Facebook. The way we did it was that we launched the show on the social media platform every Thursday which went on to the channel on Friday and then subsequently on YouTube by Saturday. 30 million views, the second most viewed web series in India. And we are working with the best talent, right from Anand Tiwari to writer Sanyuka Chawla Shaikh. We worked with the best talent, directors and writers for the show. The talent that we worked with is exceptional which we plan to continue with going forward.
The good part is that the content marketing was phenomenon which was earlier called as branded content or AFP is becoming a new buzzword for marketers. Everybody wants to get into the content space. And so we are pioneering that effort along with a lot of other guys who are in the same space. Next year, starting October you will see new shows launching on the Bindass interactive platforms (Bindass, Bindass Play, Snapchat, Instagram, Twitter, Blogs, etc) . It is not necessary to have a 22 minuter on Facebook, I can also choose to have five minuter there. Or a six second Vine video. Marketers and advertisers are loving this because we are providing them this holistic engagement. The views and the numbers are just phenomenal.
So, we are saying about 30 minutes of what?. How much does a normal Bindass show get in terms of the audience?
I can’t compare it completely like that because there we have different metrics like TVR TVT or DVR. The truth is Bindass reaches out to 90 million homes, so the reach is there. So the reach is there but the engagement has to move up to a level where I can at least say that even if we are getting million views a week, in 15 weeks I will be providing 15 million views. The number is not small, it is quite staggering and there is lot of repeat value and of library value.
The best part of this is it also gives me an advantage to expand into different territories. Now, I have syndicated this show in Pakistan, I have syndicated this show on inflight. So my eco-system of revenue generation is different all together. First of all, I have got great brand partners. The partners for GITC – sponsor Castrol and powered by partner ebay, saw the power in storytelling and then we integrated them seamlessly into the show; it was not overtly in your face branding. We found a very good talent in the young YouTuber Mithila Palkar. She is extremely talented and now the entire world wants to work with her.
We did a lot of exciting stuff not just from the web series point of view but also from the ancillary programming around it and around her. She did something called as Facebook live interactions with the audience through which we got a lot of on the spot feedback about the show, about the length, the quality of the show. Everyone did a great job. So, this is now going to become the mantra of Bindass going forward.
And what else is going to happen?
We are revamping the entire look and feel of Bindass in the month of October. You will see a whole new avatar of the channel. The micro content that we are going to create around it is going to be phenomenal. That also leaves a space for us to probably move into the events space which we have stayed away from a long time. Anything interesting from the ground perspective, we may want to partner with.
Our main stay is going to be platform agnostic content. The good part is we own the IP and the library is for life. Given our global presence now, GITC is travelling as a format to Indonesia. So, the Maker Studios team in South East Asia in Singapore is now taking up this concept and creating a show for either the Philippines or the Indonesian market which for us is a phenomenal way forward.
So, likewise, our next show is going to launch either in end of October or first week of November. I think the way forward clearly for us is to get into this space for largely digital content, separate content for on-air. The sky's the limit as far as the creativity is concerned.
http://www.indiantelevision.com/television/tv-channels/music-and-youth/bindass-is-platform-agnostic-a-relaunch-is-on-the-cards-nikhil-gandhi-160822
No one understands this more than Star India’s Channel [V] which brought the curtains down on youth programming and reinvented itself as a music channel recently.
And of course no one understands this more than Disney India Media channels VP and head of revenue Nikhil Gandhi. He has the responsibility of running the mousehouse’s channel’s in India comprising of youth channels – Bindass and Bindass Play and kids channels - Disney Channel, Disney Junior, Disney XD and Hungama TV, and movie channels - UTV Movies and UTV Action.
What’s grabbing his attention these days is Bindass. Launched as a youth channel in 2007 under the UTV umbrella, it aired cult shows such as as Yeh Hai Aashiqui, Love by Chance, and Emotional Atyachaar which got it into the top 3 slot in the youth channel genre. But that was in the pre-smart phone era, when video consumption on hand held devices was not that ubiquitous.
Over the past few months, Gandhi and his Bindass team, have been working on reinventing the channel into one which is relevant for today’s mobile and Internet data guzzling youth. Among the first steps it took was to release a series first online on its Facebook page. Called Girl In The City it caught the youth’s imagination.
Indiantelevision.com caught up with Gandhi to know what else is on the cards for Bindass viewers in an exclusive tete a tete.:
Excerpts:
What’s in store for Bindass?
Bindass started out in 2007 and we have completed nine years. And this is going to be the 10th year of its existence. We are planning something very exciting. We have changed the way that content is getting developed on the channel. We are not looking at channel content only but platform agnostic content. We started off with the journey of this thought process three months back with a show called as Girl in the City (GITC) which has now come up to become the second most viewed show as a web series in India for which we partnered with Facebook. The way we did it was that we launched the show on the social media platform every Thursday which went on to the channel on Friday and then subsequently on YouTube by Saturday. 30 million views, the second most viewed web series in India. And we are working with the best talent, right from Anand Tiwari to writer Sanyuka Chawla Shaikh. We worked with the best talent, directors and writers for the show. The talent that we worked with is exceptional which we plan to continue with going forward.
The good part is that the content marketing was phenomenon which was earlier called as branded content or AFP is becoming a new buzzword for marketers. Everybody wants to get into the content space. And so we are pioneering that effort along with a lot of other guys who are in the same space. Next year, starting October you will see new shows launching on the Bindass interactive platforms (Bindass, Bindass Play, Snapchat, Instagram, Twitter, Blogs, etc) . It is not necessary to have a 22 minuter on Facebook, I can also choose to have five minuter there. Or a six second Vine video. Marketers and advertisers are loving this because we are providing them this holistic engagement. The views and the numbers are just phenomenal.
So, we are saying about 30 minutes of what?. How much does a normal Bindass show get in terms of the audience?
I can’t compare it completely like that because there we have different metrics like TVR TVT or DVR. The truth is Bindass reaches out to 90 million homes, so the reach is there. So the reach is there but the engagement has to move up to a level where I can at least say that even if we are getting million views a week, in 15 weeks I will be providing 15 million views. The number is not small, it is quite staggering and there is lot of repeat value and of library value.
The best part of this is it also gives me an advantage to expand into different territories. Now, I have syndicated this show in Pakistan, I have syndicated this show on inflight. So my eco-system of revenue generation is different all together. First of all, I have got great brand partners. The partners for GITC – sponsor Castrol and powered by partner ebay, saw the power in storytelling and then we integrated them seamlessly into the show; it was not overtly in your face branding. We found a very good talent in the young YouTuber Mithila Palkar. She is extremely talented and now the entire world wants to work with her.
We did a lot of exciting stuff not just from the web series point of view but also from the ancillary programming around it and around her. She did something called as Facebook live interactions with the audience through which we got a lot of on the spot feedback about the show, about the length, the quality of the show. Everyone did a great job. So, this is now going to become the mantra of Bindass going forward.
And what else is going to happen?
We are revamping the entire look and feel of Bindass in the month of October. You will see a whole new avatar of the channel. The micro content that we are going to create around it is going to be phenomenal. That also leaves a space for us to probably move into the events space which we have stayed away from a long time. Anything interesting from the ground perspective, we may want to partner with.
Our main stay is going to be platform agnostic content. The good part is we own the IP and the library is for life. Given our global presence now, GITC is travelling as a format to Indonesia. So, the Maker Studios team in South East Asia in Singapore is now taking up this concept and creating a show for either the Philippines or the Indonesian market which for us is a phenomenal way forward.
So, likewise, our next show is going to launch either in end of October or first week of November. I think the way forward clearly for us is to get into this space for largely digital content, separate content for on-air. The sky's the limit as far as the creativity is concerned.
http://www.indiantelevision.com/television/tv-channels/music-and-youth/bindass-is-platform-agnostic-a-relaunch-is-on-the-cards-nikhil-gandhi-160822
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