Earlier last month, Balaji Telefilms had announced the launch of their over-the-top (OTT) service ALT Balaji. The platform went live on April 16, 2017 and will offer over 250 hours of original programming. The platform will be an ad-free subscription-based platform. After conquering the world of television, Balaji Telefilms and Ekta Kapoor are set to claim their throne on the digital entertainment space with ALT Balaji.
The shows are created by the best talent in the Indian entertainment industry, including critically acclaimed directors and actors. The list of artists comprises Nagesh Kukunoor, Juhi Chawla, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, Ram Kapoor, Atul Kulkarni, Sameer Soni, Yudhishtar Urs, Dipannita Sharma Atwal, and many more.
Commenting on the launch, Ekta Kapoor, Joint Managing Director, Balaji Telefilms, said, “Indian entertainment audience is evolving and so are we at Balaji, with ALT Balaji we are officially identifying our audience as individuals and not groups/family. We are entering into their most personal space-- mobile phones and this empowers them to really watch what they want, at the time and location of their choice and not what single TV family is habituated to. ALT Balaji’s shows will open new world of home grown differentiated entertainment to the viewers with the best stories and artists.”
Sameer Nair, Group CEO, Balaji Telefilms, said, “We are proud to bring ALT Balaji to the Indian viewers, this is an alternative to their regular entertainment options-- TV, Bollywood Films and foreign English content. We fit right between these options and with the plummeting digital divide across Indian cities we found a perfect space to showcase our content, digital platform. We tied up with multiple partners to ensure smooth navigation and subscription payment option, creating an unparalleled user experience on the app.”
Nachiket Pantvaidya, CEO, ALT Balaji, said, “The most endearing feature of ALT Balaji is its content, we are launching with the promise to bring fresh and never heard of stories to our viewers. While we are starting with five shows, it will be followed by a new show every 15 days for the binge watch lovers. On one hand, we offer the story of India’s first female in combative role-- The Test Case and on the other, we have most loved TV stars in Karrle Tu Bhi Mohabbat. It is intriguing and fresh story-telling.”
Some of the apps’ features:
• Five episodes of every show free for viewing and less than a rupee per day thereon
• Service across multiple connected devices with seamless cross device user experience
• Parental control allowing kids to watch kids content and giving them no access to other content
‘The Test Case’ is directed by national award-winning director Nagesh Kukunoor. The show stars Nimrat Kaur and is the Indian Army’s first woman test case in a combat role. It is an inspirational story about her passion and struggle to prove her worth as a combative soldier. The impressive cast includes Juhi Chawla, Atul Kulkarni and Rahul Dev.
‘Boygiri’ is fun, pure, unadulterated, slaphappy comic story of boys next door. It is an authentic take on ‘men will be boys’ and the overarching awkwardness of being boys.
‘Romil and Jugal’ is ALT Balaji’s fresh take on Shakespeare’s famous tale of Romeo and Juliet but with a twist. An emotional love story of two boys -- Romil and Jugal-- who hails from different family and cultural backgrounds.
‘Karrle Tu Bhi Mohabbat’, starring the famous duo Sakshi Tanwar and Ram Kapoor, is a story of two opposite people who cross each other’s paths suddenly and how it has an everlasting impact on their lives.
‘Bewaffa Sii Wafaa’ is a matured, complicated love story of two married people, married to other people. This emotionally charged story opens multiple layers of relations between married couples and explores what happens when one of them finds loves outside marriage.
‘Dev DD’: Imagine Devdas with a bottle of vodka, now replace Devdas with Devika Dharmendra Dwivedi! This is a twisted tale of Devika (Dev DD) who is not a ‘so called good girl’ and loves everything that is complicated in life.
Shows in regional language are also in the pipeline for the platform. ‘Maya Thirrai’ is a Tamil thriller drama will soon be available to viewers. ALT Balaji will offer extensive range of shows in various languages and genres to all age group and regions, both in India and abroad.