What is the first thing that would come to your mind if we told you, Ekta Kapoor is coming up with new shows? You would think, she would repeat the quintessential drama she comes up with. But this is not the truth this time. Ekta Kapoor has now ventured into digital entertainment with ALT Balaji and it is a far cry from whatever she has done before. The teaser of what ALT Balaji hinted what it would be all about.
ALT Balaji would soon be available on the app and it will feature shows across various genres. The shows will be available from 6 April. Ram Kapoor and Sakshi Tanwar’s Karrle Tu Bhi Mohabbat, which brings them together after the hit serial Bade Ache Lagte Hain. It will also have Nimrat Kaur and Juhi Chawla starrer The Test Case which will have Nimrat in the role of an army cadet. The other shows which will be available would be Once Upon A Night, DEV DD, Romil and Jugal, Boygiri and a regional show Maya Thirai among several others.
By launching this app, Balaji definitely wishes to expand his outreach. This can also be seen as a step to break from the production house’s typical shows that are centred around family drama and kitchen politics.
Telling about Balaji’s plans, CMO of the house, Manav Sethi told a leading entertainment portal that the content is curated and created by Ekta Kapoor. He revealed why this platform needs exploitation and has a lot of scope:
It’s no secret that we Indians have humongous appetite for non-English entertainment content and mobile as a personal device has acquired that platform advantage to view content, location and time that is personal to every 200Mn smartphone owner.
Well, let us see how the audience responds to this new content that Ekta Kapoor has to offer.
Watch the teaser here:
— ALTBalaji (@altbalaji) March 27, 2017
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