ALTBalaji offers subtitles for its original shows in three regional languages
MUMBAI: Balaji Telefilms-owned digital platform ALTBalaji is offering its original Hindi shows in regional languages Malayalam, Telugu, and Tamil.
The platform will offer original shows with subtitles in the three regional languages.
ALTBalaji, which launched with seven original shows, has 12+ original shows available on the platform apart from the regional stand-up comedy and content for kids.
Some of the original shows on the platform include ‘Karrle Tu Bhi Mohabbat’, ‘Dev DD’, ‘Bewafaa Sii Wafaa’, ‘Romil AND Jugal’ and ‘The Test Case’.
Commenting on the move, ALTBalaji CMO Manav Sethi said that the consumption from the non-Hindi speaking market (HSM) has been growing where people watched these shows with subtitles.
“We also noticed traffic coming from states and cities where these languages are predominant. Then we started to integrate the “potential” universe from marketing PoV to “consumption” universe and that’s when interesting patterns and trends started to emerge. At that point we started to invest in creating these stories in languages apart from Hindi as there is latent willingness to consume and pay for it too,” he added.
Sethi also noted that the platform’s Tamil show ‘Maya Thirrai’ also got traction not just from the South but also from Singapore and Malaysia, which has sizeable Tamil population. ALTBalaji’s original Bengali show Dhimaner Dinkaal’s trailer garnered traction from Dhaka.
ALTBalaji is planning to launch original shows in the next 4-6 quarters.