Bindass, the General Entertainment channel (GEC) that launches on Sept 24, announced by UTV, India's leading, integrated Media & Entertainment Company will be available on Tata Sky., the JV between the TATA Group and STAR.

The GEC is the first manifestation of Brand Bindass, UTV's 360 degree fun entertainment brand aimed at young India, across Television, internet, mobile and cafes.

Tata Sky offers subscribers over 120 television channels and interactive services in DVD quality picture and CD quality sound. Within the first year of its launch, Tata Sky has touched one million connections, achieving a unique distinction of recording the fastest growth rate ever witnessed by a DTH platform globally in its launch year.

Commenting on the tie-up with Tata Sky, Ms. Zarina Mehta, CEO, Bindass said, "Bindass is proud to associate with Tata Sky and we are confident that the platform will enable us to reach out to our target audience effectively. Bindass, the GEC, will reflect the core values of Brand Bindass- Fun, Frank, Fearless and valuing Freedom in all its forms. Its programming will celebrate being young in India - - it is a platform of self expression where young India can just hang out and chill."

Mr. Vikram Kaushik, Managing Director & CEO, Tata Sky Ltd. said, "We are delighted that a high quality production house is launching a new general entertainment channel. Tata Sky is very pleased to make this exciting channel available to its rapidly growing subscriber base."

Mr. Shantonu Aditya, Executive Director, UTV Global Broadcasting Limited, said, "Tata Sky, with its superior quality of satellite transmission and interactivity, is an ideal platform for Bindass to reach its audience"

Mr. Mukund Sharma - Associate Director - Content said "UTV has been known for making opportunities into great enterprises. After the success of "Hungama", the expectation from "Bindass" will be very high".

Brand Bindass is laid on the foundation of a comprehensive proprietary research conducted by UTV on the Indian youth and its entertainment needs. Bindass, the Hindi GEC, is aimed at a target audience in the age range of 15 to 34 years. Its innovative programming with a mix of original and acquired shows is likely to strike an instant chord with the audience.