MxMIndia

Tag: ALTBalaji

  • As Head of Content and Digital Media

    Snehil Dixit Mehra joins ALTBalaji

    By Our Staff

     

    Snehil Dixit Mehra joins ALT Digital Media Entertainment Limited, a wholly-owned subsidiary of Balaji Telefilms Ltd, as Head of Content and Digital Media. Earlier Mehra worked with Sanjay Leela Bhansali as Associate Director.

     

    In her new role, Mehra will be leading the content and programming division for ALTBalaji and will be responsible for managing the upcoming original content line-up and the platform’s creative strategy.

     

    Talking about joining the team, Mahra said: “This is my second innings at ALTBalaji, a homecoming for me, however with a larger mandate now. I am looking forward to planning a roadmap for further accelerated growth of ALTBalaji as a leading digital content hub.”

     

  • Lockupp Game, for its reality show Lock Upp

    ALTBalaji launches metaverse game

    By Our Staff

     

    ALTBalaji has announced a first-of-its-kind metaverse-based game based around its reality show Lock Upp. With this game, players can join the celebrity contestants on the show, explore the captive world of the Lock Upp metaverse and take an active role in the real ecosystem and win prizes.

     

    Lock Upp: Badass Jail Atyaachaari Khel will be streamed live on ALTBalaji and MX Player. There will be 13 popular celebrity contestants locked up in Kangana Ranaut’s jail. They will compete for the most basic amenities as they fight for the winner’s title. The remaining super-controversial celebrity contestants will soon be revealed to the viewers who, as a first, can also interact with them and be a unique part of the show and even experience the show in the Lock Upp Metaverse!

     

  • To host reality show Lock Upp: Badass Jail, Atyaachari Khel

    Kangana Ranaut to host reality show for MX Player & ALTBalaji

    By Our Staff

     

    MX Player, the video streaming and video on demand platform , and ALTBalaji, subsidiary of Balaji Telefilms, have announced reality show titled Lock Upp: Badass Jail, Atyaachari Khel. As many as 16 controversial celebrities will be put together in a lock up for months and will be stripped of their amenities. Kangana Ranaut will step in as the host of the show. A bit like Bigg Boss? Well, we’ll have to wait and see.

     

    Said Karan Bedi, CEO – MX Media: “MX has always been a market disruptor – our user first approach to create product and content experiences that appeal to our huge audiences’ segments has made us India’s largest entertainment platform today. Lock Upp is yet another step in disrupting the Indian entertainment ecosystem as it is designed as a digital first non-fiction offering that will release on a scale that is unprecedented for India. We are excited to collaborate with ALTBalaji and with one of India’s finest actors – Kangana Ranaut.”

     

    Added Ekta Kapoor, the Big(g) Boss of Balaji: “I am glad to announce India’s biggest & the most fearless reality show Lock Upp hosted by the powerhouse of talent and the dynamic Kangana Ranaut. Kangana has been a very dear friend, I am glad to support and congratulate her on her first digital debut. Lock Upp is being launched on a massive scale and has all the elements that make for an entertaining reality show. The concept of the show is brilliant, and I am sure that it will captivate the viewers and set a new-standard for reality shows. I am also glad that MX Player has partnered with ALTBalaji. I wish the team the very best and I am sure they will create history with Lock Upp and that it will be a roaring success!”

     

  • To strengthen reputation of the OTT platform through a multi-channel outreach

    No gandi baat! Pitchfork partners ALTBalaji for PR

    By Our Staff

     

    Guess we know the kind of content some of the folks at Pitchfork Partners have been consuming in the recent past. Given their new client, ALTBalaji which has some really edgy software. The Ekta Kapoor company has appointed Pitchfork Partners as its communications partner. It will strengthen reputation for ALTBalaji through multi-channel outreach to increase awareness about the platform, its shows and widen the viewer base.

     

    Said Divya Dixit, Senior Vice-President & Head Marketing, ALTBalaji: “Alternative content being the core ethos of the group, ALTBalaji is focused on building a content bouquet that serves inclusive and individualistic viewing. We are delighted to have Pitchfork on board to support us in our journey and take the platform to the next level.”

     

    Added Jaideep Shergill, Co-Founder, Pitchfork Partners: “We’re thrilled to partner with ALTBalaji. Our diverse experience with entertainment clients will facilitate us achieving milestones together. OTT is an ever-evolving, dynamic space and increasingly so due to the pandemic, ALTBalaji is disrupting the space by introducing content which caters to mass viewers.”

     

  • The Hindi hinterlands are the major contributors to the growth

    No gandi baat. AltBalaji’s subscriptions up 69%

    By Our Staff

     

    AltBalaji differentiate form of content has led to massive surge in its direct subscription revenue, reports the compant. Not surprisingly, the Hindi hinterlands are the major contributors to the growth in AltBalaji’s subscriptions, and ALT content strategy. The content like ‘gandi baat’ evidently is achchi baat for the company. Interestingly, the growth percentage claimed is 69. It may be noted that this report is based purely on the claim of the company. There is no third-party validation of the numbers.

     

    Adds a communique: “While the direct subscriptions growth story of ALT continues due to aggressive and mass based content pipeline, the pricing remains most economical in the OTT market at Rs. 300 for one year subscription, making it 80 paisa per day.”

     

     

  • Agency to leverage its existing social media presence

    TheSmallBigIdea wins mandate of AltBalaji

    By Our Staff

     

    Social media marketing agency TheSmallBigIdea has been awarded with the social media duties for AltBalaji. As a part of the mandate, TheSmallBigIdea will focus on leveraging the production company’s existing presence on social media platforms to reach out to newer audiences. It will also focus on conceptualising and publishing content, and engaging with influencers on social media platforms to create a buzz about their path-breaking shows launching every month.

    Harikrishnan Pillai
    Harikrishnan Pillai

    Said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea: “The vision is to mimic ALTBalaji’s content gene code on social; that of pushing boundaries. The brand is also very nimble footed, launching path-breaking shows back to back. We at TSBI are very excited to work with the passionate team at ALTBalaji. We share their love for content and data analytics, and we intend to forge a solid association on the back of the same.”

    Divya Dixit
    Divya Dixit

    Added Divya Dixit, SVP, Marketing, Direct Revenue & Analytics, ALTBalaji: “ALTBalaji is glad to welcome TSBI on board as their social media strategy and content marketing partner. Their social media strategies, topical creatives, and amplification on social media are insightful and commendable. We believe that TSBI’s creative and content approach in social media marketing will help ALTBalaji to address its current and long-term goals of addressing the Metro and Bharat audiences.”

     

     

  • The offline recharge for video-on-demand service is the first-of-its-kind industry initiative, claims a communique

    AltBalaji and Pay Point India join hands

    By A Correspondent

     

    AltBalaji and PayPoint India have entered into a strategic partnership. This initiative is primarily for rural and semi-rural markets with a set of viewers who require digital-assistance and offline subscription payment options.

     

    Said Ketan Doshi, Managing Director of PayPoint India: “For AltBalaji like alternatives to mass entertainment, there is a huge fan following in the rural districts of India. However, for lower digital-savvy fans activating the service, and doing an offline recharge is a hindrance. This partnership will be a boon for the population to do an instant activation and renewal recharge.”

     

     

  • The platform will launch a digital contest ‘AltBalaji Ka Sabse Bada Fan’

    AltBalaji celebrates second anniv with new content initiatives

    By A Correspondent

     

    AltBalaji has completed two years of operations in India. To connect with fans, the platform will launch a digital contest ‘AltBalaji Ka Sabse bada fan’, where two lucky winners will get a chance to meet their favourite star. A Twitter contest will be hosted on AltBalaji’s official handle from April 19 till 22 wherein multiple questions will be asked about the shows at regular intervals.

     

    Nachiket Pantvaidya

    Said Nachiket Pantvaidya, CEO – AltBalaji and Group COO, Balaji Telefilms: “Entertaining viewers with innovative content has been the core ethos of the group and very significantly runs in the DNA of AltBalaji too. Celebrating the journey of two glorious years  is a very proud moment for us as we set foot into the third year. By constantly working on an effective content strategy to cater to individuals, we aim to ramp up our offerings in the Originals space at an exciting pace. With a total of 18 new originals across genres launched last year, the content-library is growing bigger and getting more extensive. This also reflects in our growing subscriber base, with AltBalaji consistently ranking in the three Top Grossing Apps on both iOS and Android.”

     

     

  • Dixit has joined as Senior Vice President and Head Marketing for India and International markets

    AltBalaji appoints Divya Dixit as Head of Marketing

    By A Correspondent

     

    AltBalaji has announced the appointment of Divya Dixit as Senior Vice President and Head Marketing for India and International markets. She has joined AltBalaji from Zee5.

     

    Speaking on the appointment, Nachiket Pantvaidya, CEO AltBalaji and Group COO Balaji Telefilms said:“As we continue to grow the company while deepening our relationship with viewers around the globe, we also want to ensure that we have the strongest leadership team in place at AltBalaji. We are delighted to have Divya on board. She will be pivotal in driving AltBalaji’s vision of shaping and defining its leadership in the fast-growing and dynamic OTT sector. With her experience in media, entertainment and the digital space, we look forward to further capitalizing our digital expansion and I wish her all the best. All the other various marketing units operating under AltBalaji umbrella will now roll into Divya.”

     

    Commenting on the occasion, Dixit added: “AltBalaji is a leader in clutter breaking original content. It is an exciting time for OTT players, as the Indian digital landscape is exploding. I truly believe that AltBalaji will raise multiple industry benchmarks and shall continue being a dominant player in the space. I am thrilled to join the AltBalaji family and looking forward to a successful journey.”

     

     

  • ViU users are entitled to a one-month free subscription and are required to pay only Rs.160 per month thereafter

    Dialog Axiata announces content partnership with ALTBalaji

    By A Correspondent

     

    Dialog Axiata PLC, Sri Lanka’s premier connectivity provider, has announced a partnership with ALTBalaji to provide ViU app users with original Indian video content for the first time in Sri Lanka, at subsidised rates.

     

    Commenting on the tie-up, Mangala Hettiarachchi, Senior General Manager – Global and Content Services, Dialog Axiata PLC said: “The launch of the ViU app signified a new era of accessible content for Sri Lankan consumers, not only in terms of local content but regional and international as well. Dialog’s partnership with ALTBalaji strengthens our commitment to providing consumers with a host of diversified content including programming in Hindi, Tamil, Bengali and more at affordable prices.”

     

    Added Nachiket Pantvaidya, Group COO and CEO ALTBalaji: “ALTBalaji is constantly working towards creating path-breaking content which caters to the Indian language urban mass audience. The response to our content so far has been overwhelming and we wish to make it available to audience inside all environments. Our association with Dialog will help us with a unique opportunity to reach out to a wide customer base and let them enjoy the content we are proud to present”

     

     

  • Users can enjoy easy access to ALTBalaji’s premium content on YuppTV platform

    YuppTV partners with ALTBalaji

    By A Correspondent

     

    YuppTV has partnered with ALTBalaji in a deal that will allow users to enjoy easy access to ALTBalaji’s premium content on YuppTV platform.

     

    Speaking on the association, Uday Reddy, Founder and CEO of YuppTV, said: “We are glad to partner with ALTBalaji to offer their exclusive premium content to YuppTV users. At YuppTV, it has been our constant endeavour to provide our users with the most entertaining and high-quality content. We are hopeful that our global audience will appreciate the latest addition of ALTBalaji’s content in our bouquet of entertainment services.”

     

    Added Sunil Nair, COO, ALTBalaji said, “ALTBalaji’s original shows have been getting a steady stream of subscribers from the international markets. This alliance allows ALTBalaji to tap into the existing subscriber base of YuppTV and provides easy access to our award winning shows. It is in line with our strategy of being available wherever the audiences are.”

     

     

  • This mandate includes media investment and strategic partnership

    ALTBalaji appoints Lodestar UM as media agency

     

     

    OTT platform ALTBalaji has awarded its media mandate to Lodestar UM, part of the IPG Mediabrands Network. This mandate includes media investment and strategic partnership including print, television, online, out of home (OOH) and radio.

     

    Commenting on the association, Manav Sethi, Chief Marketing Officer of ALTBalaji said: “At ALTBalaji, we are pushing the boundaries and changing the way people consume digital content. ALTBalaji is the only platform to have launched 10 #ALTBalajiOriginal shows till now. As the largest home-grown creator of exclusive content, we are persistently driven to do best in every sphere. We look forward to Lodestar UM’s coming on board. They command a strong understanding of media and entertainment space along with strategic and innovative solutions which will be essential in supporting our business vision.”

     

    Added Deepak Netram, Senior Vice President, Lodestar UM: “We are really excited to win the ALTBalaji business. We believe the OTT space is both futuristic and promising. With a gamechanger like ALTBalaji, we have a great opportunity, to build on our global learnings and are fully geared to deliver solutions in this space.”