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Bindass

Bindass was an Indian Hindi-language youth entertainment owned by , launched on 24 September 2007 by UTV Software Communications and discontinued on 15 March 2025 as part of a broader network rationalization by Viacom18 and Star India following their merger into JioStar. Originally branded as UTV Bindass, the channel targeted urban youth aged 15–24 with a mix of reality shows, fictional series, and lifestyle programming, positioning itself as a platform for "carefree" (bindass) expression and real-life stories. In 2012, acquired a controlling stake in UTV for approximately $454 million, integrating Bindass into its Indian media portfolio alongside channels like and Star Plus. This ownership shift expanded its reach through Disney's distribution networks, and by 2019, following Disney's acquisition of a majority stake in Star India, Bindass became part of the entity, benefiting from synergies in content production and digital platforms like . The channel's programming evolved from initial music videos and Bollywood content to innovative non-fiction formats that emphasized user-generated stories and social issues, such as the reality series Emotional Atyachar (2009), which explored relationships through hidden camera setups, and Beg Borrow Steal (2011–2016), following ambitious youth navigating life challenges. Fictional shows like Tere Liye Bro (2017) depicted friendships and urban youth struggles, while initiatives such as "b for change" (2014) encouraged viewer participation in social campaigns on topics like education and environment. Bindass also ventured into digital content early, launching web series on YouTube like Chikipedia (2012), which won awards for its quirky educational format, helping it build a strong online presence with millions of followers on social media. By its closure, Bindass had aired numerous original shows, influencing youth television in India by prioritizing relatable, bold narratives over traditional scripted dramas.

History

Launch

Bindass, originally launched as UTV Bindass, debuted on 24 September 2007 by UTV Software Communications as a Hindi-language youth-oriented general entertainment channel targeting viewers aged 15-34 in . The channel was positioned to appeal to urban young adults with a mix of music, lifestyle content, and interactive programming, differentiating itself from competitors like and by emphasizing relatable, bold expressions of . This launch marked the television extension of UTV's broader "Bindass" brand, which embodied a carefree and limitless spirit derived from the word meaning "carefree." The initial programming slate focused on , short-form lifestyle segments, and early reality-style shows designed to engage the target demographic through interactive and aspirational content. Examples included youth-centric talk shows, music-driven formats that encouraged viewer participation, sitcoms like Sun Yaar Chill Maar (2007–2008), a about friends' antics, and series such as Shakira: The End of Evil (2007–2008), featuring India's first female superhero battling supernatural threats, aiming to foster a and self-expression among urban teens and young adults. The channel's early philosophy revolved around empowering young viewers to embrace bold, unfiltered lifestyles, setting the tone for its content strategy in the competitive youth entertainment space. To promote the launch, UTV executed nationwide campaigns, including the innovative "Bingo Bindass Go To Space Contest," a with Malaysia-based Astro All Asia Networks to select an Indian youth for a sub-orbital space flight, generating significant buzz among the . These efforts involved promotional activities across major Indian cities and collaborations with youth-focused brands to amplify reach through television, print, and digital platforms.

Rebrands and expansions

Following the acquisition of UTV by in early 2012, the youth channel UTV Bindass underwent a significant to simply Bindass, effective April 16, 2012. This change involved dropping the "UTV" prefix to align with Disney's branding strategy, introducing a refreshed , and adopting the "Rest Less" to emphasize an energetic, non-stop lifestyle appealing to young viewers. In 2016, Bindass marked a pivotal expansion into digital content by launching its first original web series, Girl in the City, starring as a young woman navigating life in . This initiative represented a shift toward digital-first programming, allowing the channel to engage youth audiences beyond traditional television through platforms like and its own app, with the series running multiple chapters and focusing on relatable urban adventures. The channel further consolidated its youth-focused offerings in 2017 through a merger with Bindass Play, Disney's music-oriented channel launched in 2014. On September 29, , Bindass Play ceased operations, with its music programming and resources integrated into the main Bindass feed, resulting in a revamped schedule that blended music videos, live performances, and interactive segments to enhance viewer engagement. During the 2012–2017 period, Bindass expanded its slate of original scripted content to sustain its entertainment niche, including reality series like Beg Borrow Steal (2011–2016), following ambitious navigating life challenges, and fictional shows such as Tere Liye Bro (2017), depicting friendships and urban struggles. These productions underscored Bindass's commitment to diverse, high-energy storytelling tailored for young demographics.

Closure

In early 2025, JioStar, the merged entity of and ' media assets, announced the shutdown of Bindass along with several other niche channels, including , VH1, and MTV Beats, effective March 15, 2025. This decision was part of a broader strategic to streamline operations, expand the sports portfolio ahead of events like IPL 2025, and shift focus toward high-viewership content amid the rise of streaming platforms. As the closure date approached, Bindass aired its final schedule of programming, featuring a mix of ongoing shows and reruns to wind down operations, without any dedicated farewell specials reported. The channel ceased broadcasting entirely on March 15, 2025, marking the end of its 18-year run as a youth-oriented network. The shutdown impacted Bindass's core audience of young viewers, prompting JioStar to recommend migration to the newly launched JioHotstar streaming service—formed by merging JioCinema and Disney+ Hotstar in February 2025—for access to archived Bindass content and similar youth programming. This move reflected ongoing audience fragmentation in India's media landscape, where linear TV viewership has declined in favor of on-demand streaming. The closure occurred within the context of post-merger consolidations following the 2024 Reliance-Disney , valued at $8.5 billion, which aimed to cut costs and optimize resources across 100+ channels in a competitive dominated by digital platforms.

Ownership and operations

Ownership changes

Bindass was initially owned by UTV Software Communications, which launched the channel on September 25, 2007, targeting youth audiences with entertainment programming. In 2012, acquired a controlling stake in UTV Software Communications for approximately $450 million, thereby gaining ownership of Bindass and integrating it into Disney's growing portfolio. This acquisition, announced on January 31 and completed in February, allowed Disney to expand its presence in India's youth entertainment segment while leveraging UTV's established content production capabilities. Following Disney's $71.3 billion acquisition of in 2019, which included , Bindass was integrated into the newly formed entity, a combining Disney's and Star's Indian operations. This merger enhanced Bindass's distribution through platforms like , formerly Hotstar, enabling broader digital reach for its youth-focused content alongside Star's extensive network. On 14 November 2024, Disney Star merged with Reliance Industries' Viacom18 in an $8.5 billion joint venture to form JioStar, with Reliance holding majority control at 63.16% and Disney retaining 36.84%. This merger significantly influenced decisions on channel viability within the combined portfolio, prioritizing scalable assets amid evolving media consumption trends in India.

Broadcast details and availability

Bindass was primarily broadcast in standard definition (SD) format and was widely available across India on cable television networks, direct-to-home (DTH) platforms such as Tata Play and Dish TV, and internet protocol television (IPTV) services. The channel operated as a pay television service, accessible through major multi-system operators (MSOs) and local cable providers, ensuring broad penetration in urban and semi-urban households. The broadcast language was primarily , catering to a demographic in these markets. At its peak, Bindass achieved a digitized reach of over 100 million television homes through its distribution network, including both the main channel and extensions like Bindass Play. From 2019, under ownership, Bindass content was integrated into the streaming platform for on-demand viewing, with live streaming options available until the channel's discontinuation on 15 March 2025. This digital extension complemented traditional broadcast access, allowing viewers to catch up on episodes and specials via the service.

Programming

Youth-oriented content

Bindass's youth-oriented programming emphasized original scripted series and reality formats that resonated with the 15-24 demographic, focusing on relatable narratives about personal growth and contemporary challenges. A prominent example was the Sun Yaar Chill Maar, which aired in and depicted the everyday antics and friendships of five college students navigating campus life, blending humor with themes of romance and . Episodes typically ran 20-30 minutes, allowing for quick-paced storytelling that captured the carefree yet tumultuous experiences of young adults. In the reality genre, (2009–2015) became a staple, where participants tested their partners' fidelity through setups, exploring raw emotions around trust, betrayal, and in modern . The show incorporated interactive elements, such as viewer submissions for loyalty tests, fostering audience engagement via voting and online participation. Other notable reality formats included Beg Borrow Steal (2011–2016), which followed ambitious youth navigating financial and personal challenges in urban settings. From 2016 onward, Bindass expanded into web series with The Girl in the City, following Meera Sehgal, a small-town aspiring adapting to Mumbai's hustle, highlighting ambitions, , and social adjustments like and urban isolation. Its shorter 10-minute episodes suited digital viewing, while themes of self-discovery and addressed social issues such as gender roles and professional hurdles for young women. Fictional series like Tere Liye Bro (2017) depicted friendships and urban youth struggles. Overall, these programs prioritized empowerment through stories of romance, career struggles, and social navigation, often integrating subtle cues to enhance emotional beats without overshadowing the .

Music and entertainment formats

Bindass initially launched in as a youth entertainment channel featuring light entertainment formats such as reality shows and comedy sketches, without dedicated music videos, to differentiate itself from established music channels like and . However, the channel soon incorporated music elements through VJ-hosted variety programs that highlighted Bollywood tracks, Hindi pop, and fusion genres, fostering an energetic, carefree vibe for its young audience. These early formats included interactive segments where VJs engaged viewers with song requests and casual discussions on music trends, blending entertainment with musical discovery to build viewer loyalty in a competitive youth market. As Bindass evolved, it introduced dedicated music video blocks and countdown shows that emphasized viewer-voted rankings of popular pop and fusion tracks, often featuring celebrity interviews with artists to discuss their creative processes and upcoming releases. talk shows hosted by VJs provided platforms for informal conversations on music's role in daily , incorporating live performances and polls to create an inclusive, relatable atmosphere. These formats, such as daily slots airing popular Bollywood and tracks, helped define the channel's playful identity while competing in the cluttered and television . For example, the Bindass () allowed viewer song dedications via a app. Post-2014, following the launch of the dedicated music channel Bindass Play, the main Bindass channel shifted toward narrative-driven content, reducing its overall music programming but retaining targeted blocks with a mix of upbeat Hindi pop and fusion tracks from emerging artists. This adjustment allowed Bindass to maintain a lighter music presence while focusing on broader entertainment. Notable events included annual music specials that showcased collaborations with labels like Hungama for exclusive song premieres and viewer engagement initiatives. Scripted series on Bindass occasionally tied in with music through soundtrack promotions featuring original Hindi pop tracks.

Related media

Bindass Movies

Bindass Movies was launched in early October 2007 by UTV Software Communications as a channel dedicated to Hindi-dubbed films and select Bollywood movies, specifically targeting youth audiences with a mix of action-packed adventures and romantic narratives. The channel emerged as part of UTV's expanding portfolio of youth-focused properties, aligning with the Bindass brand's emphasis on energetic, relatable content for younger viewers. It featured a continuous 24-hour of films, including marathon screenings to engage viewers through immersive viewing experiences. In 2010, the channel underwent a to , marking a shift toward a stronger emphasis on high-octane action-thrillers, particularly dubbed Hollywood blockbusters, while retaining some Bollywood elements. This evolution reflected UTV's strategy to carve out a niche in the competitive movie genre by prioritizing fast-paced content like dubbed versions of "" and other sci-fi action films, alongside Indian youth-oriented romances. The rebranded channel continued the 24-hour format but amplified its focus on adrenaline-fueled programming to appeal to action enthusiasts within the demographic. UTV Action operated until 2023, when it was rebranded as Star Gold Thrills amid Disney Star's portfolio streamlining efforts following the acquisition of UTV. This change integrated the channel into the broader , ending the UTV Action identity while preserving its core focus on dubbed action movies.

Bindass Play and mergers

Bindass Play was launched on 1 2014 as a high-definition music and channel, replacing the Bollywood-focused UTV Stars and extending the Bindass brand's reach into dedicated music programming. Owned by , the channel targeted viewers aged 15-34 with a focus on contemporary Bollywood and youth-centric content, aiming to capture the growing demand for mood-based music consumption among urban young adults. The channel's programming emphasized Bollywood music videos, curated through a "mood mapping" approach to align playlists with daily viewer emotions, alongside interactive music-based segments and artist features. It featured around 13 weekly shows tailored to various s, including countdown-style programs that highlighted top tracks and emerging artists, fostering engagement through integrations like viewer-voted playlists. This format catered specifically to the 18-30 demographic's preferences for relatable, high-energy entertainment that blended music discovery with short, dynamic formats such as artist spotlights and thematic video blocks. In September 2017, announced the consolidation of Bindass Play into the main Bindass channel to streamline operations and optimize resources amid a shifting media landscape. The merger, effective from late October 2017, transferred key music blocks—including popular countdowns and Bollywood video segments—to Bindass, ending Bindass Play's standalone operations on 29 October while enhancing the parent channel's music offerings without disrupting audience access. This integration allowed Bindass to incorporate youth music programming more efficiently, reflecting broader industry trends toward channel consolidation.

Bindass India concert

The Bindass India Concert, officially titled the Airtel Bindass India Concert, was a major live music and entertainment event organized by the youth-focused television channel Bindass on January 13, 2008, at the MMRDA Grounds in , . The event aimed to celebrate the energetic spirit of through high-profile Bollywood performances and interactive elements, aligning with Bindass's brand emphasis on and entertainment. It featured a lineup of prominent stars including as the lead performer, alongside , , , , , and playback singers , , Niti Mohan, and Mauli Dave, with additional acts by the duo Anirudh & Mantra. A key highlight was the integration of fan engagement through the nationwide "Dance with SRK" contest, launched by Bindass on December 28, 2007, which invited participants to submit dance videos for a chance to perform live onstage with . The contest selected winners who joined the superstar during his performance, fostering direct interaction between the channel's audience and celebrities while tying into Bindass's programming themes of youthful expression and aspiration. Produced in collaboration with , the two-hour incorporated choreographed dances, musical numbers, and celebrity appearances to create an immersive experience celebrating contemporary Indian pop culture. The concert was broadcast on Bindass as a special two-hour program on January 26, 2008, coinciding with India's , extending its reach to television viewers across the country. This event marked a significant promotional for Bindass, then a UTV Networks venture, by leveraging star power to enhance brand visibility among its target demographic of urban youth. While specific follow-up large-scale concerts were not documented, the production underscored Bindass's strategy of blending live events with on-air content to build audience loyalty.

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