(24 September 2007 8:00 pm)

MUMBAI: After launching Bindass, UTV's general entertainment channel (GEC) for the youth which officially went on air today, the company is trying to engage its target audience on mobile and web platforms.

"We have tied up with telecom players Idea, BPL, BSNL to air chhotisodes (mobisodes) which are small clips of our existing shows," says Bindass CEO Zarina Mehta.

"Also, by sending an SMS 'BINDASS' to 59995, users will also be able to download wallpapers, ringtones and other value added services (VAS) connected to the channel," she says.

Bindass has also set up an interactive platform called as 'Bindass Suno' for fixed telephone users. "Mantra and Anirudh, hosts of our stand-up comedy show Lagegi will be phone jockeys (PJs) for this platform, which will use interactive voice recognition system (IVRS)," says Mehta.

Furthermore, Bindass is looking to launch a user generated content (UGC) based site. "We will launch Lagegi.com, which will bank on user generated content in the form of funny videos, gags and spoofs. The best ones will get featured at prime-time on Lagegi as well," she says.

The channel already has Bindass.com, which Mehta claims will provide a substantial presence to the channel's content on the web. "Bindass.com will help our target audience catch up with shows if they have missed them on TV. Apart from registering users for the Bingo Bindass Go to Space contest, clips from our regular shows will be available on this website," she says.