fter advertisers and marketers, it is now the turn of broadcasters to focus on the youth segment.

Bindass, the channel from the UTV Group, is the first one to be launched with this focus. Others such as INX Media will also launch a youth channel later this year. According to Zarina Mehta, CEO Bindass, it is a brand for young India. She describes Bindass as "a 360-degree brand over TV web, mobile and caf�s, which we are doing next year". About 95 million viewers in the age of 15-34 in the C&S; homes, which constitute 42 per cent of the viewing audience � that is the audience that Bindass is trying to tap. Then there are 37 million web users in India; 170 million mobile users � may not be in the age group of 15-34, but largely that age group. That too is a segment Bindass is looking at.... more