Under-served Young Indian TV Viewers

UTV is launching a youth channel named Bindass. It will go on air by August 2007. The brand proposition for Bindass, a Hindi channel targeted at youth in the age group of 15-34 years, is the celebration of being young, fun, fearless, frank and valuing freedom in all its forms. According to UTV, the 15-34 age group constitutes 72 per cent of India’s population and forms 42 per cent of the TV viewership.
The television company got Synnovate to do syndicated research, and the findings indicated that this segment of viewers is highly dissatisfied with the content available on television. They are not interested in watching soaps or gadget shows or music or even VJ shows. Instead, they were found spending time on something unexpected – cartoons and kids’ shows.