GECs
Bindass climbs the rating ladder with content that connects
MUMBAI: It seems content and digitisation has helped Bindass in a big way. The channel climbed the TV ratings ladder in week 46 of TAM TV ratings with 20,533 GVTs, leaving its rivals MTV and Channel [V] far behind with 14,160 and 16,576 GVTs respectively.
“Both our content as well as digitisation has helped our channel to a great extent. It has helped us reach out to our core TG which is the youth,” says Disney executive director content media networks Indrajit Ray.
Digitisation, according to Ray, has led to democratisation of channels. “Earlier there was limited penetration of channels and thus only the popular channels with better resources could reach every household. Digitisation has helped us to increase our reach,” he says.
According to the ratings provided by Bindass, the top five shows for the week in the youth space were: Yeh Hai Aashiqui (1,852 TVTs), Channel [V] Gumraah Season 3 (1,056 TVTs), Emotional Atyachaar on Bindass (882 TVTs), MTV Webbed (628 TVTs) and [V] Crazy Stupid Love (208 TVTs).
The channel has been working towards improving its GVTs for a long time now. “It is not a week’s work, but a long process. The ratings are not a result of one single promotional activity,” remarks Ray, attributing the growth in ratings to Yeh Hai Aashiqui. He also informs that the channel’s team has formulated an aggressive plan to offer more. “Currently, we have two hours of original content, we plan to increase this,” he adds.
The growing number of GVTs is an indication for the channel that brand Bindass is being accepted among newer audiences. “We believe this was largely on account of its popular mass narrative based on youth themes,” remarks Ray, who also thinks that the channel has been able to strike a chord with its audience because the content reflects the thought of today’s youth in the best way. “Our content is a reflection of what the youth feels today. Relationships, which are the most important part of any youngster’s life has been underserved,” adds Ray, emphasising that Bindaas is a platform for many youngsters to raise their concerns on issues that interests them.
Talking about the reach, Ray says, “We have a fair equitable reach in the Hindi speaking market. We are strong in the north and now have also become popular in west and central India. Our core TG is between 15-24 years, but we do not restrict our programming to this age group. Our shows also cater to older people.”
Bindass, for Ray, is a channel that brings to the fore issues that are brushed under the carpet. “We do not sensationalise but reflect the truth,” he says with hope that the channel will continue to be on the growth trajectory.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
