Bindass Avoids Animation; Mobile, Retail Cafe Plans On

UTV’s youth venture Bindass’ Chief Executive Zarina Mehta wants to steer clear of animation content in the channel for now. “In India animation is perceived as being for kids,” Mehta said in her interview to indiantelevision.com. “I can’t afford to have that on Bindass when we launch.” On the mobile front, Mehta said Bindass has tied up with all the telecom operators in India under the short code 5995. to showcase both Bindass and acquired content. Mobile content will comprise popular content such as wallpapers, ring tones, gamming and contests. Also in the pipeline are mobisodes, television clippings, online chat blogging for which we are talking to people. Online plans include a Web site for its stand up comedy show Lagegi, which will contain user generated content and clips not aired on the show. Also part of the plans are retail cafés in Mumbai and Delhi, which will have gaming consoles, web zones and merchandising. But that won’t happen until a year later.

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