Balaji turns to micro drama segment Kutingg to rewrite streaming playbook as ALTT exits

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Balaji Telefilms has found a new digital stage after its streaming platform ALTT was banned following a Ministry of Information and Broadcasting (MIB) order blocking 25 video streaming platforms in July this year.

The entertainment giant is now throwing its weight behind its micro drama segment, Kutingg  which was launched earlier this year. For all things digital, Balaji has turned Kutingg into a full-fledged OTT (over the top) app.

Nitin Burman, Group Chief Revenue Officer, Balaji Telefilms told Moneycontrol that a couple of months back ALTT was merged with Balaji and when the company came to know about the ban it was clear that they wanted to accept what government was asking, hence they decided to shut down ALTT.

"We already had a brand Kutingg which was launched earlier for the vertical dramas. So we thought, since now we need to have an OTT platform and we have our existing slate of ALTT content which was created and very big shows and good shows were created, we will come back with Kutingg as an the OTT (over the top platform) offering for the audience," he said.

What happens to ALTT subscribers?

Kutingg launched as the OTT app on September 11 and since then 40 percent of ALTT subscribers have moved to the new app while the remaining transition continues, Burman said.

"Initial strategy is to migrate all our paid customers to our new app and migrate them with whatever subscription packs they had taken. So, we will continue to give them the same (subscription plan) offering. Then, between Dussehra and Diwali, we will be launching new content and that is when the acquisition of new customers will begin."

Will there be more family friendly content?

Kutingg was launched with the tagline --- 'New Age, Family First App' and Burman noted that the daily shows on the streaming app are those dramas that people watch on TV.

"They are going to be family-based dramas. They are going to be Tarak Mehta type shows which are going to be adapted. We will still experiment a bit. But everything will be clean and will be kept in a way which audiences can watch on their CTV (Connected TV) as well."

What new shows, movies will Balaji release?

The new OTT has started with ALTT's library content and by mid of October the new content slate will start releasing on the platform.

"Currently, we are working on it. We wanted to first do a soft launch and we have gone live on Google Play Store and other stores with all our old shows. At the same time, we have started a chat show where we are doing a 30-minute chat with celebrities over food," Burman said.

Going forward, Monday to Thursday Balaji will launch TV plus content which is a 30 episode series, including Turkish and Pakistani dramas. "On Fridays, we will be launching a binge series and at least one new show every month. Saturday, Sunday certain non-fiction shows will keep happening," he added.

The CRO pointed out that when they launched a YouTube original with 30-60 episodes, it was well received. "We knew that there is a set of people who want to watch daily soap dramas but if they are limited to 30-60 episodes."

So, we want to give TV programs in a limited format, he added.

The platform also plans to make the OTT app plus YouTube. "The advantage is that our YouTube handle has 5.7 million customer base, Instagram has 1 million customer base. We have a big reach with us and we just now need to start delivering fresh stories," Burman noted.

What are the subscription plans for Balaji's new OTT?

Subscription plans will be a mix of a hybrid offering. "Our highest plan which is the gold plan or the premier plan will be for Rs 99 for yearly subscription. As for ads during content, we will keep it limited. The plan is to have one pre-roll ad which will be either a brand advertisement or a content promo. If the episode is 25 or 30 minutes, we will not want to give more than one or two ads," he said.

Burman also shared how brands are collaborating with the platform. "I have just now called Swaad Se Karenge Sabka Swagat, which is a chat show where Prestige has already come as a sponsor. "For a show that we did for YouTube Original, which we are also now putting on Kutingg, already has Fortune and ACC as presenting sponsors. We are launching a new show next month and we already have sponsors for that as well."

He added that they are counting on audiences as well as brands to like their content as now they are in direct competition with other big players.

"We do not have deep pockets so we want to keep our stories as the hero."

What are Balaji's growth plans?

While TV remains the backbone of the company, Burman said that growth will come from digital and movies.

Balaji has three movies lined up including Bhooth Bangla starring Akshay Kumar.

"We all keep doing five to six movies every year. We will also focus on commissioning content for both OTTs and TV platforms. We also recently tied-up with Netflix and are doing shows for them," Burman said.