Mumbai : Redefining ‘entertainment’ right from its inception, ALTBalaji, India’s leading homegrown OTT platform completes 2 glorious years. With over 36 originals as of today, ALTBalaji aims to further bolster this content library with a committed pipeline of around 100 shows by 2020.
To better connect with, and involve fans in the 2nd year celebrations, the platform will launch a digital contest ‘ALTBalaji Ka Sabse bada fan’, where 2 lucky winners will get a chance to meet their favourite star. A Twitter contest will be hosted on ALTBalaji’s official handle from 19th April till 22nd April wherein multiple questions will be asked about the shows at regular intervals. Winners of the contest will be announced on 23rd April and two actors from the ALT family will personally go visit them, adding fervour to the activity.
In addition to the celebrations, the platform will also launch ‘#BreastBuffer’ – a breast cancer awareness campaign, through a distinct and personal reminder as a pre roll, while the show is about to begin. ALTBalaji has always endeavoured to portray the strength and confidence of the modern Indian woman as she redefines roles and shapes her own destiny. By redesigning their buffer symbol in a unique manner, ALTBalaji aims to sensitize people for the early detection of this form of cancer.
Speaking on the 2nd anniversary, Nachiket Pantvaidya, CEO ALTBalaji and Group COO, Balaji Telefilms said, “Entertaining viewers with innovative content has been the core ethos of the group and very significantly runs in the DNA of ALTBalaji too. Celebrating the journey of 2 glorious years, is a very proud moment for us as we set foot into the third year. By constantly working on an effective content strategy to cater to individuals, we aim to ramp up our offerings in the Originals space at an exciting pace. With a total of 18 new originals across genres launched last year, the content-library is growing bigger and getting more extensive. This also reflects in our growing subscriber base, with ALTBalaji consistently ranking in the 3 Top Grossing Apps on both iOS and Android.”
On the back of a successful year, ALTBalaji brought forth engaging concepts spanning across different genres. ‘Broken but Beautiful’, ‘Hum- I’m because of us’, ‘The Great Indian Dysfunctional Family’ and ‘Home’ were among the most-binged original series; while shows like ‘Gandii Baat’ and ‘Apharan’ scored the highest engagement rates with an average viewing time spent of 77 minutes by the subscribers. Higher viewership was exemplified by ‘Apharan,’ an action drama that opened to rave reviews from the audience and critics alike and received a rating of 8.7 on IMDb.