If you are in the age group of 18-40 years and own a smartphone, watching TV series and movies through apps is nothing new. Thanks to Netflix, Hotstar and TVF, who have ventured into the Indian OTT (Over -the -Top) content landscape last year and made the urban youths accustomed to the culture of paying and watching original video contents ranging from TV series to stand up comedies and movies.
And now, the OTTs would be in run for money as the Queen of Television, Ekta Kapoor has now ventured into the OTT front with Alt Balaji app. Kapoor, who had revolutionised the daily television in the early 2000s with family soaps and made media coin the term ‘saas-bahu’ shows has always been successful with her ventures. Though the family dramas, which the millennials agree to be tacky or her horror movies that lacked sense, Kapoor has her signature magic that made them a major hit. However with the viewers in OTT being different from the homemakers, ALTBalaji will deal with original contents only.
How is it different from the competitors?
Unlike others, the platform will offer 250+ hours of original, exclusive content to its subscribers. This ad free, subscription based platform is now commercially available with few of these original shows.
“The most endearing feature of ALTBalaji 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 5 shows, it will be followed by a new show every 15 days for the binge watch lovers. On one hand we offer story of India’s first female in combative role- THE TEST CASE on the other we have most loved TV stars in KARRLE TU BHI MOHABBAT. It is intriguing and fresh story-telling,” Nachiket Pantvaidya, CEO of ALTBalaji told Business Insider. ”
As far as the teasers are to be believed, ALTBalaji is showing a great change in its dimension. Ranging from gay love story to woman army commando’s struggle, it seems to have some great content.
This is one point where ALTBalaji made a major impact. While most OTT are focussed on English language, Kapoor’s venture will have most regional shows ranging from Tamil, Odiya and Bengali. ALTBalaji definitely takes the brownie for understanding the potential vernacular market of India.
No new talents?
The shows on video on demand platform are created by the best talent of Indian entertainment industry including critically acclaimed directors and actors. The long illustrious list of artists comprises of 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.
Does that mean unlike other OTTs, ALTBalaji will deal only with established actors and screenwriters and not give chance to new talents?
Nachiket assures the first few series are planned with established ones but the door is open for new talents as well.
One major issue with most OTTs who provide original contents is keeping with the pace. If the first series comes this month, the second season may appear after two months. Being in the business for more than decades, Kapoor’s ALTBalaji will have new series coming up every 15 days.
The introductory plan starts at Rs 300 for 12 months and Rs 100 for three months. However the normal plan will be Rs 90/month. Also the plan is to get the viewers watch first three episodes of all shows for free.
We have seen tons of start ups focussing on app based OTT have been doing good business in India. But then most of the other OTTs are mostly in the area where TV shows are re-ran to keep the regular viewer updated in case he missed out on an episode. However ALTBalaji seems quite different.