MUMBAI: Shailindra Kaul has been appointed as the Senior Creative Director of UTV-ASTRO’s Bindass.

Brand Bindass will kickstart with a Hindi GEC channel scheduled to launch in mid 2007. In his new role, Kaul will be responsible for creative services and on-air branding for brand Bindass, it is learnt.

Kaul brings with him 17 years of experience in the media and entertainment industry. Prior to joining Bindass, he was working with Zoom TV where he was responsible for the look and feel of the channel. His previous experiences include working with Channel V, where he produced the ‘Udham Singh Show’, the Channel ‘V’ Music Awards for 1997 and 1998 and played a key role in conceptualising and creating ‘Essence of India series’, which was primarily targeted at youth across the country.

Brand Bindass has a scheduled outlay of Rs two billion (Rs 200 crore). Bindass aims to be a 360 degree entertainment venture and will include the entire gamut of entertainment: television channels, a mobile channel, three websites, creation of original games, merchandising, retail and nation wide ground events. These include the launch of multiple channels across languages in India and Southeast Asia. UTV had earlier entered into a business co-operation arrangement with Astro to set up kids’ channels in Malaysia and Indonesia. Astro Ceria successfully launched on the Astro platform last year.