For instance, on our platform, we found that the thriller, urban romance, and youth genres are the most popular themes, and, hence, we try to get more such shows for our viewers. The themes for the shows are decided based on the audiences’ demand.
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What is the process when taking up a theme for a series on the platform? As an industry trendsetter, we also successfully premiered some of our digital shows from ALTBalaji on TV, keeping the wheels of entertainment running as usual during the lockdown phase. With our costs in check in the first half of fiscal 2020 and the loss margin further reducing at the end of the current fiscal, we are aiming to break even in 2020-2021. In addition to that, through our industry collaborations, strategic associations, and ever-expanding talent-led content catalogue, we are the first OTT platform to embark on the road to profitability. It enjoys being one of the leading platforms with the largest library of 64 original shows in Hindi available for our subscribers to stream. Since its launch in 2017, ALTBalaji consistently remains one of the top five paid apps in the country, reflective of its strong brand affinity with the Indian internet audiences. In addition to grabbing the audiences’ attention, these shows also built a sense of trust among them on the assurance of the relatable and interesting content that We started by featuring critically-acclaimed shows such as The Test Case, Bose Dead/Alive, and The Great Indian Dysfunctional Family, among others. It has been an incredible beginning for ALTBalaji. What have been some of the memorable moments for ALTBalaji? Keeping these factors in mind, with ALTBalaji, we forayed towards delivering masaledaar content to the masses across non-urban cities! While a lot of the international players were creating content in a bid to serve urban audiences, we recognised that there was a similar trend rising across Tier 2 and Tier 3 cities in the country, which demanded relatable content. – Ekta Kapoor We realised there was a different audience out there that was willing to experiment with varied genres such as thriller, action, horror, romance et al, and that television didn’t cater to all those aspects. People from these towns were showing an avid interest in consuming content that suited their individual preferences as compared to family-led consumption. While a lot of the international players were creating content in a bid to serve urban audiences, we recognised that there was a similar trend rising across Tier 2 and Tier 3 cities in the country, which demanded relatable content. There was an increasing demand for individual content consumption among Indian audiences. When did you know it was the right time for you to foray into the streaming platforms market? How was ALTBalaji born?
Image Courtesy: Ekta Kapoor, Reproduced With Permission
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Winner of multiple awards, including Creative Powerhouse of the Year 2019 at the ET Edge Maharashtra Achievers’ Awards, and mother to young Ravie, this TV czarina is great at being on top of her game. It has been a constant struggle for this Padma Shri awardee, but she has managed to stay on top of everything she has taken up. She took the risks, and went along with the ones that paid off, and changed those that did not. It has taken sheer understanding of the markets and guts to present something new to her viewers, to make it to where she has. She set up and turned producer with Balaji Telefilms Limited in 1994, and it has been an uphill task to maintain her upward graph-but she has done it, and how! She forayed into Bollywood in 2001, and then into the massive online streaming industry with ALTBalaji in 2017. That year, she started assisting ad and feature filmmaker Kailash Surendranath. EKTA KAPOOR, Joint MD, Balaji Telefilms Ltd, tells us how she did it allĪs a teenager, she knew she wanted to make a career in the entertainment industry, but, unlike her father, the famous white-clad actor Jeetendra, she wanted to be behind the scenes. Today, she is a force to reckon within the entertainment industry. As a teenager, she saw the potential in television and dove in head-first.
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