Mumbai : Catching up with the Digital trend, the leading content house Balaji Telefilms has announced the launch of ALT Digital Media Entertainment as part of the company’s entry into the digital content business.
The company is currently in the process of formulating a team for the new venture that is slated to launch in early 2016.
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.
The new venture is reflective of the company’s strategic intent to extend its entertainment expertise to creating engaging content for digital audiences globally and monetise the potential of original, premium, on demand entertainment.
ALT Digital Media will create original digital content for the entire connected ecosystem spanning mobiles, computers, tablets, smart TVs and game stations. Through this endeavour, Balaji Telefilms seeks to go beyond the current themes of television entertainment to offer younger, edgier and contemporary content.
In addition to developing its own platform, ALT Digital Media is also in advanced discussions to seek synergistic associations and partnerships with leading technology and video distribution platforms.
Ekta Kapoor, Joint Managing Director, Balaji Telefilms, said, “As one of India’s most pioneering media houses, Balaji Telefilms has always focused on content innovation. 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 story telling 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, said, “With greater use of handheld electronic devices, and growing, 3G/4G and Wi-Fi penetration, a spectacular mobile video and e-commerce revolution is underway, dramatically changing consumers and consumption behaviour. For Balaji Telefilms, with its distinct strengths as an innovative entertainment powerhouse, 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. We are confident that ALT Digital Media will soon carve its own identity as a leading digital entertainment content creator and distributor in India for worldwide audiences.”