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Home / India News / 2007 / May / May 28, 2007
UTV-Astro's BINDASS Appoints MPG as its Media Buying Agency
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UTV-Astro's BINDASS Appoints MPG as its Media Buying Agency

Mumbai, Maharashtra, India

BINDASS, India's first youth entertainment & leisure brand, has announced the appointment of MPG, as its Media Buying agency. Bindass a 360 degree youth initiative will kick start with a Hindi GEC channel scheduled to launch in mid 2007.

Zarina Mehta, CEO - BINDASS says, "We are delighted to have MPG partnering with us in the positioning of Brand Bindass. What impressed us most about MPG was their ability to blend creative with media innovations in the planning and buying process. This is crucial, given the present competitive environment we operate in."

"It was an exciting and challenging opportunity for MPG to present our case on Brand Bindass. Our approach to strategy was very different and if I may say, really 'BINDASS'. Demonstrating understanding of the youth and ways to connect with them; for Brand Bindass to be "their own Brand". The MPG tools were instrumental in giving interesting insights especially for the launch and the positioning," says Anita Nayyar, MPG, CEO India

Brand Bindass is scheduled for launch in mid 2007 and has an outlay of Rs.200 crores (Rs.2 billion). India's first local youth entertainment brand, Bindass will be a 360 degree entertainment venture & will include the entire gamut of entertainment: television channels, a mobile channel, 3 websites, creation of original games, merchandising, retail & nation wide ground events providing Indian Youth with an array of choices. These include the launch of multiple channels across languages in India and Southeast Asia. UTV had earlier entered into a business co-operation arrangement with Astro to set up kid's channels in Malaysia and Indonesia. Astro Ceria successfully launched on the Astro platform last year. Today in Malaysia 4 of the top 5 kids shows are on Astro Ceria.

Note to the Editor:

UTV Software Communications Ltd. is India's foremost Media & Entertainment Company with leadership position in 4 Verticals that includes Motion Pictures, Broadcasting, TV Content and New Media (i.e. Animation and Gaming). Listed on the Mumbai Stock Exchange. The Walt Disney Company holds a strategic stake in UTV who has subsidiaries for its businesses across India, the UK and USA.

UTV Motion Pictures pioneered the Studio Model in India with operations encompassing Production, Marketing, Distribution and International Co-Productions. Strategic relationships with 20th Century Fox, Walt Disney and Sony Pictures along with Will Smith's Overbrook have positioned UTV as the only South Asian Company in the International Movie Space. Recent releases include Mira Nair's "The Namesake" and under-Production M. Night Shyamalan's "The Happening". Its Indian slate includes the BAFTA nominated Rang De Basanti with a slate of over 12 movies on the floor, along with its International Co-Productions makes it the largest Movie Studio in South Asia.

In New Media, UTV has one of the largest 3D Animated facilities located in Mumbai and after it acquiring controlling stakes in two Gaming Companies i.e. India Games (India's largest Mobile Gaming company) and Ignition UK (Console Gaming) along with it having under Production three of the largest Animation movies to come out of India in the next 2 years, it has carved a space as the premier New Media Company in South Asia.

In Television Content, a business with which UTV was founded, the company produces and markets over 20hrs of Television programmes a week in multiple languages.

UTV Broadcasting Ltd (UBL) will be launching a bouquet of channels that it will also distribute. This includes India's first Youth Entertainment Brand and related channels called "Bindass", a World Cinema Channel entitled "Olive TV" and a slue of other Channels to be announced soon. After the roaring success of its Kids Channel - Hungama Tv to the Number 1 position in 18 months. More information on the group is available at www.utvnet.com

priya.mathias@bindass.com jayesh.n@ipan.com

Source: Bindass (Business Wire India)

Press release presented here is sourced from the Source mentioned above and is provided on as-is basis. Please contact the Company / Source directly for any further information in regard to this release. This website will be unable to assist you in regard to the accuracy or correctness of information in this release.

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