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ALT Balaji enters kids segment with original shows
MUMBAI: ALT Balaji, the OTT platform of Balaji Telefilms, has entered the kids entertainment segment with original shows.
ALT Balaji has launched original shows for kids in both animation and live action formats. The original homegrown content is exclusively created for kids in the age group of 0–12 years.
The kids get to play, learn and explore with the shows on the app. The app has parental control to enable parents to be selective in the content that the kids are allowed to watch. Users could enable this parental lock on ALT Balaji mobile platform so that kids could access only ALT Balaji Kids.
The ALT Balaji app encompasses animated series like ‘Moe Doe’—a story about friendship between a little boy (Moe) and a dinosaur (Doe); ‘Ding Dong Bell’—story about three best friends; ‘Happy Lucky Ki Katti Batti’—a way to teach kids about shapes, maths, colours, good habits and values. The animated show ‘Nursery Rhymes’ features iconic nursery rhymes. The platform has also acquired original famous cartoons like ‘Little Krishna’, ‘Shaktimaan’, ‘Shuriken School’ and many more.
ALT Balaji CEO Nachiket Pantvaidya said, “Over the last few years, there’s been a paradigm shift from TV to mobile consumption, which is especially true for Generation Z apart from parents today. Kids’ entertainment on mobile and tablets has made them invincible; parents can control what the kids are learning or watching, and they can decide what time they should watch it. Our content is fresh and entertaining; it lets the young minds explore, learn and nurture their creative and artistic side. To ensure easy understanding and to cater to a diverse audience, we are offering shows in different languages including English, Tamil, Bengali and Telugu. This is especially good for Indian diaspora spread across the world as ALT Balaji app is available in 80 countries. We are excited to explore the untapped potential of this segment.”
Launched on 16 April, the OTT platform aims to offer 250+ hours of original, exclusive content to its subscribers.
As reported first by TelevisionPost.com, ALT Balaji is gearing up to launch 32 new shows in various Indian languages such as Hindi, Tamil, Telugu, Gujarati and Punjabi. Some of these shows are ‘Maya Thirrai’, ‘Ragini MMS 2.2’, ‘Dhimaner Dinkaal’, ‘[XXXXX]’, ‘Selfiewali PM’, ‘Judaai’, ‘Punchbeat’, ‘Bose’, ‘Kehne Ko Humsafar Hai’, ‘Broken’, ‘Kapoors’, ‘Four Play’, ‘Girlgiri’, ‘Bandhan’, ‘Home’, ‘Vanity Fair’, ‘CyberSquad’, ‘Mehrunisa’, ‘Cover Girl’, ‘EK Bhoot’, ‘The Mirza Girls’, ‘Dysfunctional’, ‘Mafia’, ‘Mangalyaan’ and ‘Kali’.
Since its launch, ALT Balaji has recorded 100 million minutes of watch time. The platform has registered two million downloads and paying subscribers from 75+ countries in less than two weeks of its launch. The countries include the US, Canada, UK, Australia, the Far East and UAE.
Balaji Telefilms Group CEO Sameer Nair had earlier said told TelevisionPost.com that the company would invest up to Rs 400 crore in its OTT venture ALT Balaji and was eyeing break-even in 3.5 years.
ALT Balaji would become profitable when it reaches a 4-million paid subscriber base in India and abroad.