Ekta Kapoor is now all set to give disturbing home-made content in the digital space through her newly launched app ALTBalaji. Recently, she also launched a slate of five shows on Thursday.
Ekta was present with other Bollywood stars Nimrat Kaur, Rajkumar Rao, Ram Kapoor, Sakshi Tanwar and filmmakers Hansal Mehta and Nagesh Kukunoor. The scene was almost like a display of talent. It is what one can expect from the platform starting from April 16. Along with all other offerings, there is also “Romil and Jugal”, a gay love story and its trials and tribulations. Looking up to all the offered content, Ekta said: “Hopefully there’s something for everyone. There’s a big world between ‘Narcos’ and ‘Naagin’, and we hope to capture it.”
Ekta is the joint Managing and Creative Director of Balaji Films. She said that the idea to make the content different from her usual, first emerged when they came up with ALT Entertainment. According to Ekta “ALT was an idea that came into being when Balaji Telefilms, which is known for family entertainment, decided to come up with clutter-breaking content. We felt Balaji Telefilms meant family viewing, home viewing of non-offensive or non-questionable content, which is not always a good thing.”
She contrasted herself because of the trailer of her five TV shows. If those were put up on TV screens, then there would be more beeps than dialogues! There’s where the liberty of Digital space comes to her rescue. “It’s for personal viewing”, backed herself Ekta. She also added that these were done only to compete in the digital app market. The other competitors are – Hotstar, VOOT, Sony LIV, Netflix and Amazon Prime Video at this moment. Quite a tough competition!
At present, their plan is to unleash 32 shows this year. And the surprising part is that all will not be in Hindi. “There will also be shows in Bengali, Gujarati, and Tamil,” said Nachiket Pantvaidya, CEO of ALT Digital Media Entertainment. “Karle Tu Bhi Mohabbat -a very breezy and feel-good story of an actor and doctor. It will be her debut show! We can now only hope for the best.