MUMBAI: UTV will be launching its Hindi general entertainment channel (GEC) Bindass on 17 September, 2007.

The Hindi GEC is the first manifestation of Brand Bindass, UTV’s entertainment brand aimed at young India-  across television, internet, mobile and cafes.

Bindass will be available on DTH satellite television provider Tata Sky. Through the association with Tata Sky, Bindass will reach around one million subscribers.

Bindass CEO Zarina Mehta said, “We are really excited that brand Bindass is being born on 17 September, 2007. We launch simultaneously with the Bindass GEC, a fully loaded mobile service with our short code 59995 and two websites bindass.com and a really exciting user generated website lagegi.com. Bindass, the GEC, will reflect the core values of Brand Bindass. Its programming will celebrate being young in India. No soaps, no music, no reality shows. It will bring to television, Lagegi –  a stand-up comedy show as seen through the eyes of young India; Shakira, India’s first female action-hero, Sun Yaar Chill Maar a delightful sitcom based in college and Ugesh Sarcar, India’s first street-magician. With a fine blend of horror shows, extreme sports, slapstick comedy and the best of international cinema, we hope to strike an instant chord with our audience.”

UTV Broadcasting and Distribution CEO Shantonu Aditya added, “It is, indeed, an achievement for Bindass to reach out to 50 per cent of India’s Hindi-speaking cable viewership in a span of just two weeks from its launch. Bindass is proud to associate with Tata Sky. With its superior quality of satellite transmission and interactivity, Tata Sky is an ideal platform for Bindass to reach its audience.”