MUMBAI: Calling it a mere TV channel would not be fair as suggested by the channel's top execs Nikhil Gandhi and Vijay Subramaniam. It stands for attitude. Bindass, now in its 10th year, has changed its packaging effective 5 November.

The new 3D background has been developed in-house, though the logo continues to be the same. The channel made a big shift last year, making it a platform-agnostic brand. This year, it turned into a storyteller by creating content in an imaginary relatable way.

Not only has it changed its look and feel, but it also plans to launch 10 shows in the coming months, mostly one each month. Five out of the lot are already under production.

Of the shows lined up for the viewers, Bindass has already announced details of three. It plans to bring the Season Two of "Beg Borrow Steal" which is presented by Ossum and powered by Airtel slated to launch on 5 November. Apart from this is a show tilted "The Trip" staring Lisa Haydon as the lead with three supporting actors. The show is a trip of four girls to Thailand from Delhi by road. This show will hit the TV screens on 15 December.

Both these shows will first be launched on Facebook, followed by its TV launch, and will be then released on YouTube. The channel also plans to bring the second season of their popular maiden web series "Girl In the City."

Bindass is also working with several directors, writers and producers in order to provide quality content to its viewers.

The details of the rest of the shows were not announced though it's release will purely depend on its sentiment. There is no schedule that the channel is following for the launches. It will come up with a new story once they feel that their previous story has been potentially utilized and has reached the desired target.

Subramaniam strongly believes that integration of a brand in a show should be seamless, and not on the face. "You tend to lose your audience if you make the story according to or based on brand integration. Brands come to us because of the story, the content."

Gandhi expressed similar thoughts about branded content and added further, "We have so many brands associating with us for the first time because of our content. Like some brands want exposure on digital while some want it on TV. I also have clients who want to be there on all the platforms. I believe that branded content is the way forward."

There was no announcement on launch of a new digital platform in India. The team is watching the OTT space for now. "I think that we have enough things to focus on for now. We will look into the digital landscape later," shared Subramaniam.

Bindass has also rumored to be launched in 4K sometime next year. With its new packaging, the channel's definite transition into high definition looks like a possibility. It only remains to be seen what bigger plan this urban-centric channel has in place, going forward.