21 Oct 2017
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Ekta Kapoor’s ALT Balaji partners Lemon Advisors for global distribution

MUMBAI: Ekta Kapoor’s ALT Balaji, which is gearing up for launch in early 2017, has signed a strategic partnership with Lemon Advisors, a Singapore-based technology consulting firm, to assist and strengthen business development activities in key global markets with significant Indian diaspora and demand for Indian content.

With this partnership, Lemon Advisors will help ALT Balaji forge alliances with distribution partners like telecom operators, internet service providers and OEMs, hence building a robust international distribution ecosystem for ALT Balaji. They will also assist in exploring brand alliance opportunities with major international brands along with planning and executing marketing and on ground activities.

Additionally, Lemon Advisors will be a representative entity for ALT Balaji at various trade shows and exhibitions.

Sameer NairCommenting on the association, Balaji Telefilms group CEO Sameer Nair said, “We are delighted to have Lemon Advisors Pte Ltd on board. Their impressive network spanning across 30 countries worldwide will certainly help us in reaching out to the global audience. Technology will play a huge role in shaping the growth trajectory of digital entertainment industry in India and globally, and as we make our foray into the domain with disruptive content, we are proud to have an established technology and business development partner.”

“Balaji is a name that every Indian content consumer worldwide is extremely familiar with. It’s a privilege for us to partner Balaji as they embark on their digital journey in the form of ALT Balaji. We are happy that we will have a chance to contribute to the overall success of their endeavour,” said Lemon Advisors founder and chairman Subhash R Ghosh.

As reported by TelevisionPost.com earlier, Alt Balaji will have a mix of subscription-based and premium advertisement supported models.

ALT BalajiThe OTT platform will initially have English and Hindi content. Going forward, it will have regional content in Tamil, Bengali and Telugu in order to cater to a wider spectrum of the audience. In fact, Balaji’s JV partner Chhayabani Balaji Entertainment is already working on a 13-episode Bengali web series for ALT.

The digital platform will have a multiple-genre play including thriller, comedy, dramatic love stories, kids programming, and will tackle subjects not seen on television.

Besides creating content in-house across age groups, it is signing up with creative outfits, including online video producers, for co-branded content to be broadcast on ALT Digital. The app is beta-ready and enables the consumer to download content on the device.

ALT Balaji’s content will be created for 32 different interfaces spanning mobiles, computers, laptops, tablets, smartphones, game stations and internet-ready TV sets. The content will be available across nine different speed profiles.

Alt Balaji is also in advanced discussions to seek synergistic associations and partnerships with leading technology and video distribution platforms.

To launch and expand the digital media unit, Balaji had recently raised Rs 150 crore by issuing preference shares to global investors like Atyant Capital India Fund – I, Vanderbilt University, GH, GHI LTP Ltd, GHI HSP and GHI ERP.