Production house enters VOD space

These shows can be watched on personal mobile devices. Content in regional languages is also in pipeline for the platform – with a Tamil thriller drama called Maya Thirrai set to be launched soon. ALT Digital Media Entertainment Ltd, which runs the platform, is a wholly owned subsidiary of Balaji Telefilms Ltd. 

Ekta Kapoor, Joint MD of Balaji Telefilms said, “The Indian entertainment audience is evolving, and so are we. With the new platform, we are officially identifying our audience as individuals and not groups/family. We are entering a personal space – that of mobile phones. 

It empowers people to watch whatever they want, at a time and location of their choice and not what a single family is habituated to. The shows will open up a new world of homegrown differentiated entertainment for viewers.”

The company said that the platform will offer more than 250 hours of original, exclusive content to its subscribers. The ad free, subscription based platform will be commercially available with few original shows this week. Sameer Nair, Group CEO, of the parent company said, “This platform is an alternate to regular entertainment options - TV, Bollywood Films, English and foreign content. 

ALTBalaji fits right between these options. With the narrowing digital divide across Indian cities, we found space to showcase our content using a digital platform. We tied up with multiple partners to ensure seamless navigation, subscription and payment options, and enhancing the user experience on the app.” 

Critically acclaimed directors and actors including Nagesh Kukunoor, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, Atul Kulkarni and Dipannita Sharma Atwal are among the names attached to the shows available on the Video-on-Demand platform. 

Nachiket Pantvaidya, CEO, ALTBalaji reveals, “While we are starting with five shows, we will follow it up with a new show every 15 days for those who love binge-watching their favourite dramas and  comedies.”