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MUMBAI: The first ever online fiction show( webisode) launched by Balaji Telefilm?s Youth Content Brand Alt Entertainment is the perfect example of the fact that alternate forms of entertainment have come of age.
Bol Niti Bol is the story of Niti, an average young girl who chronicles her daily life through each episode of the show .Each episode shot on webcam is Niti?s video diary about her crushes, her friends , her teachers and challenges. Niti Dua, who uses YouTube, Rediff, Mid-day and Facebook as her platform to present her thoughts and views, has the gen next completely involved and engrossed in her personal life.
With a new fan in every 7 minutes and a fast growing fan base of almost 10,000 followers on social networking sites like Facebook, Twitter, Rediff Pages and Youtube, Niti enjoys a tremendous fan following amongst the youth making it a highly effective model for the advertisers targeting the youth. Bol Niti Bol has crossed total video views of 650,000 across Youtube, Mid-day and Rediff in close to one month.
This makes Bol Niti Bol one of the fastest growing and biggest fictional web series in India. The Youtube Channel of Bol Niti Bol is among the most popular partner Channels watched on the website. Youtube is India?s leading Video Sharing Site.
The success of Bol Niti Bol has already excited youth advertising brands to tie with up Mid- Day and YouTube to reach out to the young viewers who make up the target market for any new age consumer product.
Niti has maximum connect with the Metro audience with Mumbai(31.63%) New Delhi (38.2%)and Chennai(3.2%) and Hyderabad(2.45%) being the top 4 cities which makes the proposition more lucrative due to high cost of advertising in these cities .The fact that new media content is not time bound, it is accessible all the time and is definitely more interactive, people are free to write comments on the show, interact with the protagonists on social media networking sites like facebook etc.
?Balaji?s Atl Entertainment has been pioneers in digital content innovation,the success of Bol Niti Bol proved our conviction that broadband is the next big broadcast medium. Going forward we would like to appropriate this space and offer more to the audience in terms of variety and interactivity. ?said Puneet Kinra, Group CEO, Balaji Telefilms
