Balaji Telefilms launches ALT Digital Media

Balaji is foraying into the digital content business.

Television and film production company Balaji Telefilms has announced the launch of ALT Digital Media, a specialised digital content business wing. The company hopes to monetise the potential of on-demand entertainment on digital platforms by catering to content across mobiles, computers, tablets, smart TVs and game stations.

ALT Digital Media will initially develop content in Hindi and English, and later in other regional languages, all of which will be available on subscription-based and premium ad-supported models to domestic and global Indian audiences. In addition to developing its own platform, ALT is also seeking associations with technology and video distribution platforms.

Commenting on the development, Ekta Kapoor, joint managing director, Balaji Telefilms, says, "Our passion for entertainment continues to drive us to create exciting entertainment formats spanning films, television and now for young digital audiences. Our foray into the digital space is aligned to our strategic intent to tap into the growing digital video phenomenon, where we bring our unique storytelling strengths to create compelling content and deliver it directly to audiences who are always connected and seek quality, original entertainment in new formats."

Sameer Nair, group CEO, Balaji Telefilms, adds, "With greater use of handheld electronic devices and the growing 3G/4G Wi-Fi penetration, a spectacular mobile video and ecommerce revolution is underway, dramatically changing consumers and consumption behaviour. For Balaji Telefilms, with its distinct strengths, it is the logical next step to create the next generation of original, exciting fiction content. This foray enables Balaji to not only create and own content IP, but to also build its own consumer base of audiences who seek original content and, in the process, build a strong and valuable B2C brand."