Bindass (also known as UTV Bindass) is a Hindi entertainment channel in India targeted at Indian youth. It was launched on 24 September 2007 under CEO Zarina Mehta.
Bindass is defined by its brand values of being Fun, Frank, Fearless and Free. It is India’s first 360 degree brand with verticals across television, web, mobile, gaming, merchandising & nationwide ground events.
In February 2010, Bindass launched a new campaign titled “What I Am” which aimed at speaking for the youth of India, and dispel popular misconceptions about their attitude towards responsibilities.
The channel has launched a latest show Halla Bol. The first show under the binadaas’ new brand campaign, Halla Bol, will showcase stories inspired by various real life instances and celebrates the victories of women who stood their ground to emerge as heroes. The show will be hosted by popular television actor Karan Tacker.
On January 13, 2008 Bindass presented a two hour live concert starring popular Bollywood star Shahrukh Khan at MMRDA Grounds, Mumbai. The entourage included stars Priyanka Chopra, Dia Mirza, Rakhi Sawant & Dino Morea. The concert was hosted by Sajid Khan, and choreographed by Ganesh Hegde.
Prior to the contest Bindass organized a nationwide contest called Dance with SRK contest where the lucky winners would get to dance with Shah Rukh Khan on stage. Through a lucky dip, three winners – Andrew from Kolkatta, Richa from Lucknow and 9 year old Vidhi from Mumbai were chosen to dance with Shahrukh Khan. The concert was telecast on Bindass on 26 January 2008 on the Indian Republic Day.
Emotional Atyachar is a TV show that airs on Bindass. The name and the title song are taken from the Bollywood film Dev-D. Currently the show is hosted by Pravesh Rana. The Indian version is based on Cheaters which is the US based show and has the same format.
Emotional Atyachar is a reality show in which a person who doubts his/her boyfriend’s/girlfriend’s loyalty, can ask for a loyalty test on him/her. The person checking his/her partner’s loyalty is referred to as the lead, while the person on whom the loyalty test is being performed is called the suspect. The crew members follow him/her and also ask another boy/girl to act as if he/she is intimate with him/her.
These are caught on camera and shown to the lead.Till now,[when?] 4 seasons of the show has been broadcast. The first season was hosted by Angad Bedi, where as 2nd, 3rd and 4th (current season) are being hosted by Pravesh. Emotional Atyachar is being produced by UTV Television with inputs from Creative Director and writer Roshni Ghosh The programme is conceptualized by the Bindass Team with input from Head of Programming Shalini Sethi, Creative Director Shifa and Executive Producer Piyush Bhatia.