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Entertainment


Ekta Kapoor launches 'ALT Balaji app', to premiere 5 web series today

Ekta Kapoor launches 'ALT Balaji app', to premiere 5 web series today

New Delhi, Apr 16 (UNI) The connoisseur of the Indian Television space, Ekta Kapoor has now geared up for the digital world by launching mobile platform ‘ALT Balaji Application’ with five original web series, dealing with different subjects, set to premiere today. The mobile platform by Film and television production house 'Balaji Telefilms Ltd' , launched in the national capital earlier this week, is aimed at capturing the world between Narcos and Naagin. 'Hopefully there's something for everyone,' Ekta Kapoor, Joint Managing Director of Balaji Telefilms, said at the launch, referring to the disparate sensibilities that exist between the edgy drug drama on Netflix and the supernatural TV series on general entertainment channel Colors. Speaking at the launch, where Bollywood personalities Rajkumar Rao, Nimrat Kaur, Nagesh Kukunoo and the most popular television couple Ram Kapoor and Sakshi Tanwar, Sameer Nair (Group CEO), Nachiket Pantvaidya (CEO ALT Digital) and Manav Sethi(CMO ALT Balaji) were present, Ekta said,“Balaji is known for its non-questionable family entertainers, but we now want to venture into clutter-breaking content where there will hopefully be something for everyone.' CEO ALT Digital Nachiket Pantvaidya identified the 19-34 age group as its target. “We are catering to the lack of content that exists for not just resident Indians but also those living abroad. These are original and exclusive shows and we’re not a repeat television service,” he said. The webseries on the Balaji slate are "Karrle Tu Bhi Mohabbat"--a story of an actor and his doctor, "Boygiri - Men will be Men"-- a comedy drama about youngsters and their fantasies, "The Test Case"--about a woman army officer in a combat role,"Dev DD"--on a rebellious girl's journey with love and "Romil and Jugal"--a gay love story and its trials and tribulations. Ekta said the idea was to bring out content different from her signature shows like "Kyunki Saas Bhi Kabhi Bahu Thi" and "Kahaani Ghar Ghar Ki". 'We came up with ALT Entertainment, ALT because when you press ALT on your keyboard, a whole new signage comes out. If the trailers of most of the five shows were to be put out in a theatre or on TV, there would perhaps be more beeps than dialogues. But that's the liberty the digital space gives," the daily soap queen said. She said that content is her only strategy to compete in the digital app market, which has players like Hotstar, VOOT, Sony LIV, Netflix and Amazon Prime Video at the moment. Ekta said that she finds sense of relief from the web series. "My biggest source of relief and enjoyment is that I am getting to do 20 episodes for the first time. I used to feel tired when I was doing 1,000 episodes for some of my shows," Ekta said, adding that 95 per cent of shows stretch only to 10 episodes. What sets the web series apart from the content being aired on TV channels is that the plots of the shows are really different from the conventional shows. For example, 'Karrle Tu Bhi Mohabbat' starring Ram Kapoor and Sakshi Tanwar is an amusing story of an actor and his counsellor who will help him in de-addicting from alcohol while 'Boygiri - Men will be Men' is a comedy drama about youngsters and their fantasies. More UNI PY/AR SV ADG 1017

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