The ‘Alt’ernate Strategy

How ALTBalaji, the digital offering from Balaji Telefilms, is making its presence felt in a highly competitive streaming industry

No one can deny Ekta Kapoor’s sharp acumen when it comes to spotting or creating content consumption trends in India. She is the brain behind India’s longest running soap operas, Kyunki Saas Bhi Kabhi Bahu Thi, Kasautii Zindagii Kay and Kahani Ghar Ghar Ki. Sure, there was criticism of the content, but the popularity of the saas-bahu saga still provides fodder for discussion almost twenty years later. She was also among the first to rekindle the supernatural genre on Indian television with Naagin. Many followed suit, but few could match her success.