Dinesh jain
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Production company Balaji Telefilms is gearing up to
launch its OTT platform under the ALT brand. The company’s digital content arm ALT Balaji has announced its first original web series that centres on the Indian armed forces and has actress Nimrat Kaur in the lead.
Directed by Nagesh Kukunoor, the yet untitled series has been jointly conceptualised by Ekta Kapoor and Samar Khan. It is being produced by Endemol Shine India.
Talking about the new series, Balaji Telefilms joint MD Ekta
Kapoor said, “Set against the backdrop of the Indian Army, weare presenting a riveting story that is bound to resonate with the youth of the country. Having Nimrat and Nagesh aboard definitely takes the show to a new level. When we announced the launch of ALT Balaji, we promised to break stereotypes in storytelling; this series is a strong reinforcement of that commitment.”
ALT Balaji aims to disrupt the market with avant-garde and
exclusive content catering to urban masses.
Speaking about their plans, ALT Balaji CEO Nachiket
Pantvaidya said, “Disruption, innovation and scale is the core of what we want to do. From our strategy to our content,everything on ALT Balaji will reflect this ethos. Through ALT Balaji, we are targeting urban audiences who are always on the lookout for differentiated content, one that is not available on TV or even on silver screen for that matter. ALT Balaji aims to satisfy the need of this very consumer. We have just announced our first exclusive show and will be making many such exciting announcements in the weeks to come.”
As reported earlier by TelevisionPost.com, ALT Balaji is
building capability to have 250 hours of original programming and 32 series. Targeted at upmarket and urban audiences, the OTT platform will initially offer English and Hindi content.
Going forward, it will have regional content in Tamil, Bengali
and Telugu in order to cater to a wider spectrum of
audiences.
To launch and expand the digital media unit, Balaji has raised Rs 150 crore (Rs 1.5 billion) by issuing preference shares to global investors like Atyant Capital India Fund I, Vanderbilt University, GH, GHI LTP Ltd, GHI HSP and GHI ERP.
ALT Balaji, housed under Balaji Telefilms’ subsidiary Alt Digital Media Entertainment, will be a mix of subscription-based and premium ad-supported models.
Some of the key players in the Indian OTT space are Hotstar, Sony Liv, Voot, OZEE, dittoTV, YuppTV, Spuul, Netflix, HOOQ, Eros Now and Hungama Play.
Balaji Telefilms gears up to launch OTT platform, unveils first original digital series | TelevisionPost.com
launch its OTT platform under the ALT brand. The company’s digital content arm ALT Balaji has announced its first original web series that centres on the Indian armed forces and has actress Nimrat Kaur in the lead.
Directed by Nagesh Kukunoor, the yet untitled series has been jointly conceptualised by Ekta Kapoor and Samar Khan. It is being produced by Endemol Shine India.
Talking about the new series, Balaji Telefilms joint MD Ekta
Kapoor said, “Set against the backdrop of the Indian Army, weare presenting a riveting story that is bound to resonate with the youth of the country. Having Nimrat and Nagesh aboard definitely takes the show to a new level. When we announced the launch of ALT Balaji, we promised to break stereotypes in storytelling; this series is a strong reinforcement of that commitment.”
ALT Balaji aims to disrupt the market with avant-garde and
exclusive content catering to urban masses.
Speaking about their plans, ALT Balaji CEO Nachiket
Pantvaidya said, “Disruption, innovation and scale is the core of what we want to do. From our strategy to our content,everything on ALT Balaji will reflect this ethos. Through ALT Balaji, we are targeting urban audiences who are always on the lookout for differentiated content, one that is not available on TV or even on silver screen for that matter. ALT Balaji aims to satisfy the need of this very consumer. We have just announced our first exclusive show and will be making many such exciting announcements in the weeks to come.”
As reported earlier by TelevisionPost.com, ALT Balaji is
building capability to have 250 hours of original programming and 32 series. Targeted at upmarket and urban audiences, the OTT platform will initially offer English and Hindi content.
Going forward, it will have regional content in Tamil, Bengali
and Telugu in order to cater to a wider spectrum of
audiences.
To launch and expand the digital media unit, Balaji has raised Rs 150 crore (Rs 1.5 billion) by issuing preference shares to global investors like Atyant Capital India Fund I, Vanderbilt University, GH, GHI LTP Ltd, GHI HSP and GHI ERP.
ALT Balaji, housed under Balaji Telefilms’ subsidiary Alt Digital Media Entertainment, will be a mix of subscription-based and premium ad-supported models.
Some of the key players in the Indian OTT space are Hotstar, Sony Liv, Voot, OZEE, dittoTV, YuppTV, Spuul, Netflix, HOOQ, Eros Now and Hungama Play.
Balaji Telefilms gears up to launch OTT platform, unveils first original digital series | TelevisionPost.com
