MUMBAI: As part of MipTV?s intensified programme for brands, Austrian skydiver Felix Baumgartner and Red Bull Media House?s CCO, Alexander Koppel, will give a MipTV Media Mastermind keynote on 9 April.

The programme also presents a Brands and Content Masterclass and MipTV?s Brand of the Year Award.

Organised by Reed Midem, MipTV will take place in Cannes, 8-11 April, and includes a specialised MipCube programme dedicated to branded content and innovation in television.

The team that achieved the Red Bull Stratos - Mission to the Edge of Space will share their experiences and some key results at MIPTV.

On 14 October 2012, Baumgartner flew 39 km into the stratosphere in a helium balloon, before free falling back to Earth, reaching the speed of 1,342 km/h and becoming the first human to break the sound barrier without any form of engine power.

Red Bull Media House was responsible for the documentation and multi-platform distribution of the Red Bull Stratos mission, which held the world?s attention in 2012 delivering the most watched live stream in history. Eight million eyeballs watched Baumgartner?s feat live on the web and it later entered the 2012 top ten of YouTube?s most viewed videos. During their joint keynote at MIPTV, called ?The Red Bull Stratos Experience?, Baumgartner and Koppel will speak together about the way such a global media event with one of the biggest global exposures has been created.

MIPCube?s Brands and Content Masterclass will gather 60 executives from brands, ad agencies, production companies specialised in branded entertainment, broadcasters, digital platforms, social networks and talent agencies. On 9 April, at the Cannes Majestic Hotel, they will share best practices from a selection of some of the best branded entertainment campaigns, through high-profile presentations, debates, and hands-on workshops.

For its third edition at MipTV, the Brand of the Year Award will recognise the best creation of original video content by a brand and its agency, and its use as a key element of a branded entertainment strategy and campaign. The competition is open until 22 February to all branded entertainment campaigns based on the creation of original video content. Fast Company?s Co.Create, the daily exploration of creativity in the converging worlds of branding, entertainment, and tech, is the official selection partner and the Brand of the Year Award will be presented to the winner during a VIP lunch on 9 April.

MUMBAI: Disney UTV?s youth general entertainment channel bindass is bringing back its flagship property Emotional Atyachar after October 2011.

bindass has tweaked the format of its iconic property as the fourth season makes its debut on 26 January. Instead of conducting the famous loyalty test on their partners, the participants will now narrate their experiences in relationship crises.

While the participant narrates his/her story with host Pravesh Rana, the whole incident will be enacted between the narrations.

Says Disney UTV executive director youth channels - media networks Nikhil Gandhi says, ?After three successful seasons, we were flooded with feedback on EA. While analysing the feedback and reaching out to the audience, we realised that people are inspired to take matter into their own hands and set things right. We decided to change the format based on that insight.?

The show will be aired every Saturday at 7 pm with repeats throughout the week.

This season will have a minimum of 15 episodes which may be extended considering the popularity and demand in the coming weeks. The show has had celebrities from Bollywood and sports being featured in it. For this season though, there will not be any celebs.

?Our tweaked format is such that the focus will be on the participant. It doesn?t lend too well to the presence of a celebrity. So this time, we will have no celebrities on EA,? informs Gandhi.

The show?s promo was released on YouTube first and then on television with network channels. This was done in keeping with the bindass? thrust on online media in its promotion plans. Apart from YouTube and social media portals like Twitter and Facebook, the channel has tied up with 1000 screens across 40 towns and cities where the EA promos will be shown.

?We also have plans to tie up with dating sites for innovations and associate with event specific sites. For example, if there is a major cricketing event, we shall tie up with a cricket information website,? says Gandhi.

In the ATL domain, the show will be heavily promoted on television, outdoor and in the regional space by tie ups with local radio stations. The show is powered by Score Condoms.