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Balaji Telefilms moves beyond families
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Quote:The production house has carved out a separate entity, ALT Entertainment, to make films that cater to younger audiences.

Balaji Telefilms has entertained viewers with some of the most puritan characters on Indian television. With Love Sex aur Dhokha (LSD), though, the production house — which made its mark as the leading fiction content provider for family audiences over the last decade — has begun focussing on younger audiences, too. It’s separate brand christened ALT Entertainment will do the same with small-budget films.

The production house aims for a marked distinction in the brand image of Balaji Telefilms and ALT Entertainment. While Balaji Telefilms will cater to family audiences with its films, TV content and new-media offerings, ALT Entertainment will target young adults.

“Under the Balaji brand, we will make mid-to-big budget films like our forthcoming offering Once Upon a Time in Mumbai. Balaji would continue with the bread-and-butter soaps for the top general entertainment channels. The new media content (for internet and mobile) under the Balaji brand will also target family audiences, like we launched devotional songs for downloading during Ganesh Chaturthi in Mumbai,” says Puneet Kinra, Balaji’s chief executive officer.

Under the ALT Entertainment brand, Balaji Telefilms will be making films for younger audiences, which will be small-budget films like LSD and Shorr (which will release this September.) “The TV content under the ALT entertainment brand will be for youth channels like MTV, UTV Bindass and Channel V. The new-media offerings under ALT will also be different. For instance, we recently released audio-sodes of a detective series on mobile phone,” adds Kinra.

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