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Balaji Telefilms revives ALT brand, gears up for original digital content

MUMBAI: Balaji Telefilms is reviving its ALT brand after five years. The production major has announced launch of a new avatar of ALT and has christened it as ALT Digital Media Entertainment Limited.

Balaji Telefilms will foray into the digital content business segment through this new entity. The company believes that this will be its next growth driver.

“Balaji Telefilms’ new venture ALT Digital Media is reflective of the company’s strategic intent to extend its entertainment expertise to creating enjoyable, engaging content for digital audiences globally and monetise the incredible potential of original, premium, on-demand entertainment,” the company said.

ALT Digital Media will mainly offer original content, which will be differentiated, edgy and contemporary for the connected ecosystem spanning mobiles, computers, tablets, smart TVs and game stations.

Balaji Telefilms Ltd JMD Ekta Kapoor 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.”

The company said that via this endeavour, it will go beyond the current themes of television entertainment to set a new benchmark with content that merits a different medium.

It is also assembling a team of “highly talented” professionals and is gearing up to launch in early 2016. It will present new original drama series across genres that will be co-created by “some of the best and brightest” names in the Indian entertainment industry.

ALT Digital Media will initially develop content in Hindi and English and later foray into other regional languages, all of which will be available on subscription-based and premium ad-supported models to domestic and global Indian audiences.

Balaji Telefilms Ltd group CEO Sameer Nair said, “With greater use of handheld electronic devices, and growing, 3G/4G & Wi-Fi penetration, a spectacular mobile video and ecommerce 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.”

In addition to developing its own platform, ALT Digital Media is also in discussions to seek synergistic associations and partnerships with leading technology and video distribution platforms.

Original and exclusive content will be the key operating differentiator for ALT Digital Media, which is being supported by Big Data Analytics and will be led by ‘predictive data’ that draws on analytics driven insights for accurate content development, viewer monitoring and better customer segmentation.