iWorld

ALT Balaji to go live on 21 Feb, commercial launch on 15 April

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/02/15/EKTAKAPOOR-SAMIRNAIR-800x800.jpg?itok=C9Nzc_qd

MUMBAI: For Ekta Kapoor, Sameer Nair, and the entire team at Balaji Telefilms D-Day has finally dawned. 21 Februrary 2017 is the day when its latest diversification ALT Balaji which has been talked about for so long will finally launch.

Speaking to ET Now, CEO Sameer Nair said that the video on demand (VOD) platform will be rolled out to consumers as a free service to sample and snack in the first phase.

“It’s going  tech live on 21 February,” he said. “We are testing the technology for the first month. Everything that can go wrong will go wrong. We will be testing whether it plays out well. You put it off, you put it on. Does it work well? Are all the features performing as well as expected?”

He added that post this testing phase, the commercial launch has currently been slated for 15 April .

Pricing he revealed has been kept super disruptive. “Netflix has a tag of Rs 600 a month, ours will be at Rs 60,” he explained.

Nair pointed out that ALT Balaji is aiming for the 25 million cable and satellite audiences (of the total of 165 million Indian C&S homes) which are lapsing from Naagin kind of content.

“There is this giant world which between Narcos (on Netflix) and Naagin which is what we are going after,” he said. “The premium subscription homes. These 25 million folks are spending between Rs 1,000 to Rs 2,000 a month for telephony, television and entertainment. They will be spending Rs 600 more a month more in the next five years. That’s a $3 billion market. “

According to Nair, Bollywood has been pushing the envelope with its eye on this audience. “It produces a Sultan and a Dangal and it also makes  a Pink, Kapoor & Sons and also makes Neerja. Television has not done that, and  it remains currently in the giant mass base. And therein lies the opportunity.”

At commercial launch, ALT will showcase about 60-80 hours of content; the target is to finally have 300 hours for users to binge on.  He revealed that Balaji Telefims  will be making 30 per cent of those shows for ALT Balaji  while the remainder have been farmed out to outside producers. Each series will be between 12-15 episodes, with each episode being between 12-15 -18 to 22 minutes long.

“Users will get to watch the first two to five episodes free,” he highlighted. “And if you like what you have seen, you will have to pay us a little bit of money. That is Rs 60 a month.”

Nair also revealed that the ALT  business model has three years of losses written in to build its audience base and turn in profits.

“Our focus is on the digital platform because it is going to build a genuine B2C business for us. It will be a consistent business.  Our costs are consistent for content whether we have a million subscribers or 10 million on ALT. So it can be from Rs 400 crore to RS 4,000 crore depending on how we scale up.  Films show  a wobble. TV is our core business and it continues. However, it is getting commoditised and we will continue to produce TV shows whether for DD or private satellite channels. But digital has the potential to be a game changer. It is our big play.”

Nair also took an indirect dig at the oodles of money that is being used to create content by those rushing into the video on demand segment. “There’s a lot of noise about the big players, the broadcasters. And all the money that is going to be spent,” he explained. “ But we all know that the amount of money spent is not equal to how good a story is. You can spend a billion dollars to make something; you can spend a billion dollars to make a turkey.  We at Balaji are really focused on the story telling.  And that’s where our advantage lies.”

Also Read :

Alt Balaji ropes in Manav Sethi as CMO

Ekta ties up with Lemon Advisors for Alt Balaji global launch

Balaji to invest Rs 200 cr in ALT, launch in Jan '17

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/baba.jpg?itok=R2EhHWzo
Aastha TV to launch OTT, VOD service

MUMBAI: Now mobile users who are fans of spiritual gurus like Morari Bapu, Shivani, Acharya Balkrishna and Swami Ramdev will be able to watch their programmes and discourses while on the go.  The Swami Ramdev-Acharya Balkrishna-owned Vedic Broadcasting today  launched an app which will stream the...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/btvi.jpg?itok=qISyUVB1
BTVI brings power packed line up to decode Budget 2018

As the Central Government gears up to present the last full budget before elections in 2019, India’s premiere English business news channel, BTVI has launched a power packed line up of shows in the run up to Union Budget 2018. Given the significance of this budget, the channel has aptly introduced...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/birsa.jpg?itok=EQCp7uKL
hoichoi launches new brand anthem to celebrate life

After entertaining audiences with the best in Bengali entertainment, hoichoi, the world’s largest digital platform exclusively for Bengali content, has now launched its brand anthem. The anthem is an ode to celebration and talks about taking a break from busy schedules, getting together and having...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/sonyliv.jpg?itok=hFJPxCYg
Live coverage of Australian Open 2018: #LIVtheGrandSlam

SonyLIV, the premium OTT platform of Sony Pictures Networks India (SPN), is all set to stream the Australian Open 2018. Also, known as the ‘Fans Slam’, the Australian Open is chronologically the first of the four Grand Slam Tennis events of the year. It will play out on SonyLIV from 15-28 January...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/sports.jpg?itok=pkj30Emb
Launch of 1st indian sports radio channel - sports flashes

Sports Flashes, India’s biggest Multi-sports app launched the first Sports Radio Channel of India.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/uday.jpg?itok=ez6062BP
Sports fans power 35-40% of traffic on SonyLiv

MUMBAI: Contrary to popular opinion, SonyLiv is attracting a significant quantum of viewership courtesy its base of hardcore sports fans. Despite a concerted effort to provide entertainment across genres, sporting events have managed to pull in the eyeballs for the over-the-top (OTT) player in...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/amaz.jpg?itok=N7-E2qx5
Amazon prime music inks a deal with zee music company

Amazon today announced a content deal with Zee Music Company that will add over 450 film soundtracks in Hindi & regional languages alongside 250 Independent artist content thus adding to the wide catalogue of millions of Indian and International songs on Amazon Prime Music. Soon to be launched...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/airtel.jpg?itok=FsGNP_Vk
Airtel offers free Amazon Prime subscription on plan

Bharti Airtel and Amazon India have joined hands to ring in an entertaining new year for customers. New and existing Airtel postpaid customers with an infinity plan of Rs 499 or above will get a one-year Amazon Prime membership, worth Rs 999 for free.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/vijay.jpg?itok=K6haw0Y9
Evergent expands internationally and opens sales offices in india and south america

a leading provider of cloud-based, user lifecycle management solutions for video service providers, today announced the opening of two new sales offices in Mumbai, India and Sao Paulo, Brazil that will service the India, South Asian and South American markets supporting customers and partners —...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories