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Balaji Telefilms’ OTT platform to launch on 16 Apr, ties up with Micromax, MobiKwik

MUMBAI: Balaji Telefilms’ subscription-based digital entertainment platform ALT Balaji is set for its commercial launch on 16 April.

Balaji Telefilms, which is banking on its OTT platform for future growth, also announced a strategic partnership with the mobile brand Micromax and mobile wallet Mobikwik.

Thanks to the partnership with Micromax, ALT Balaji’s mobile platform will come pre-loaded with Micromax mobile handsets.

The app will debut with six new shows and will be followed by a new show every 15 days.

nachiket1Talking about the partnership with Micromax, ALT Digital Media Entertainment Ltd CEO Nachiket Pantvaidya said, “We are extremely pleased to be associated with Micromax, which is the leader in the personal mobile devices market. With this partnership, we will take our repository of original shows exclusively available on ALT Balaji to the urban masses. Our ALT Balaji app would be bundled on Micromax devices for frictionless download experience, for them to enjoy over 250 hours of original, exclusive content. Micromax will distribute these original shows to its 30 million users via its digital properties. This collaboration makes ALT Balaji the only original digital content generation platform to reach viewers on such a massive scale.”

With MobiKwik, ALT Balaji has announced payment wallet integration wherein users will get 25% cashback if the transaction for subscription is done through MobiKwik wallet. The partnership will provide an easy payment facility to MobiKwik’s 55 million registered users to enjoy ALT Balaji.

On the payment wallet integration, Pantvaidya stated, “With a vision to create a better consumer experience, the partnership with MobiKwik will facilitate frictionless connection between our subscribers and Alt Balaji. This convenient payment option will allow our consumers to subscribe to our original and exclusive content with ease. We are glad that MobiKwik, which is a pioneer in the wallets business, will open a new consumer base to our service.”

MobiKwik also powers payments for the IRCTC service and can target users based on the long-distance rail tickets that they have purchased.

Bikram Bir SinghMobiKwik business head Bikram Bir Singh said, “We are glad to partner ALT Balaji and extend our digital payment services to their subscribers. This association is in line with our endeavour to make MobiKwik payments ubiquitous.”

Created with an aim to provide an alternative to mainstream Indian entertainment and TV content, ALT Balaji will offer more than 250 hours of original content in the first year of its launch.

The content is created by critically acclaimed directors and actors such as Nagesh Kukunoor, Juhi Chawla, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, Ram Kapoor, Atul Kulkarni, Sameer Soni, Yudhishtar Urs and Dipannita Sharma Atwal.

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