Balaji to launch video-on-demand service


Rebecca Hawkes

| 15 September 2015

Balaji Telefilms is to launch an over-the-top (OTT) video service in India through its subsidiary ALT Digital Service, according to local reports.

The service, ALT, will launch in the first quarter of 2016 into an increasingly competitive space now populated by online streaming companies including Hooq, Hotstar, Sony Liv, Ditto TV and Eros Now.

"We are launching an OTT service called ALT through our subsidiary company. We are planning to launch the service in the January to March period," Balaji Telefilms group CEO Sameer Nair told Television Post.

A reported investment of INR2.5 billion is being sunk into the video-on-demand (VOD) venture, with discussions ongoing between Balaji Telefilms and private equity and investment companies.

ALT is expected to populate its VOD service with content produced by Balaji, catering first to Hindi audiences and gradually expanding to other regional languages.