GECs

‘B for Change’ is Bindass’ way to transform youth

Published

12 years ago

February 4, 2014

MUMBAI: Change is good, it’s said. Playing along the age-old adage is the youth entertainment channel – Bindass that has launched a new brand film – ‘B for Change’, that in one minute 56 seconds, captures the sentiments of today’s youth who wants to explore but at the same time don’t hesitate in going forward to bring about a change.

So if the film showcases two guys who love partying but become heroes on social media after exposing a traffic police constable accepting bribe, it also shows a cool chick – uninterested in studies – making a mark as a tattoo artist.

The film, which captures multiple stories of the sort, is an effort from the channel to make its ‘Restless’ youth audience, an ‘Enabler of Purposive Action’. The new campaign is a progression from its previous ‘Restless’ concept.

The film directed by Prashant Madan along with Bindass Creative Services (OAP Team) with inputs from the Disney UTV channel network, was also launched on YouTube and has garnered close to 11,000 views within a week.

“The ad film is not preachy and yet fresh. It doesn’t force the youth to do anything and yet instills that feeling of doing something,” says Disney UTV VP, head of marketing Shikha Kapur and adds that the film stands for the change that the youth wants to see around them. “The message is simple, you can change, if you want to and Bindass can be the enabler of that. We are not an institution to push you to change, but we are a channel that is with you to incept the change in you,” she remarks.

Interestingly, the ad film is not all, multiple activities are being planned under the campaign, ‘B for Change’. The channel will take the thought forward with other initiatives that would also include the inculcation of the idea in its programming. The channel plans to launch new shows around the concept.

Quiz Kapur if the channel has shifted its positioning and she says, “Restless by nature, conscience and heart is a step before change. It is a step before taking an action. So this was a natural progression into restless becoming far more significant, as it now has become the ‘Enabler of change’. I don’t see this as a shift or change in positioning. It is a natural progression of a brand from being restless to getting into action.”

A lot of research has been put by the channel to come out with the tagline. “It took us almost three to four months to finalise this. The entire process and journey has been thought through,” remarks Kapur.

The film, which has been created by the in-house creative team of the channel, touches on all aspects of the youth’s life. Kapur says that the youth has a dual personality. “The youth of the country is not just about change, it is also about fun, attitude and partying.”

While currently the ad campaign is being promoted through Disney UTV network, the channel will use other media vehicles as well in the coming weeks for an inclusive 360-degree campaign. “We will be looking at doing print, outdoor, in-theatre and radio campaign,” informs Kapur.

The campaign targets the youth – both urban and in small town as the channel doesn’t want to distinguish. “The campaign doesn’t talk about the kind of people or the demographic it is relevant to. We want to reach out to maximum number of youth,” affirms Kapur.

To augment the campaign’s penetration, a website – www.bforchange.com has also been launched. “The website will help people to look for the options they have to bring about the change. 50-60 NGOs have partnered with us and from different fields. People visiting the website have the chance to volunteer for any of these,” concludes Kapur.

Click here for Video

Up Next

Black List teams with TNT & TBS to promote diversity in the industry

Don't Miss

Sanjay Kapoor joins PVR Board as Director

Click to comment

GECs

Sun TV posts steady revenue, profit dips amid rising costs

Published

1 week ago

February 7, 2026

indiantelevision.com Team

CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.

For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.

The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.

Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.

The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.

Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).

The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.

The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.

To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.

With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.

GECs

SPNI hires Pradeep M with responsibility for standards and practices in the south

Published

2 weeks ago

February 3, 2026

indiantelevision.com Team

MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.

Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.

He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.

Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.

His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.

As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.

GECs

Colors Gujarati rolls out two new shows from 2nd February

Published

2 weeks ago

February 2, 2026

indiantelevision.com Team

MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.

Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.

In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.

A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.