Ekta Kapoor is not done with digital entertainment. Even after the government ban on her earlier app ALTT for spreading obscene content, she has returned with a new family-friendly platform called Kutingg. Launched by Balaji Telefilms, the app is designed for a mobile-first audience and promises safe entertainment for all ages. It mixes daily shows, weekend binges, chat shows and short-form content, even offering vertical videos for easy viewing on phones.
This step seems like an attempt to rewrite the digital chapter of Balaji. On television, Kapoor became a household name with soaps that ruled prime time for years. On OTT, ALTT drew attention but eventually ended in controversy. Kutingg, however, comes packaged as the opposite, a wholesome space for families to gather around entertainment again.
The timing is interesting. In June, Balaji also signed a long-term deal with Netflix to co-create films and shows for the Indian market. The partnership signals that despite setbacks, Kapoor and her team are determined to stay relevant in the streaming space.
What Kutingg shows is Kapoor’s refusal to let go of digital storytelling. She seems to be taking lessons from the fall of ALTT, but she is not abandoning the field. Instead, she is betting that the same instinct which worked on television can find a new home in streaming, provided the content stays within family boundaries.
We’re hiring!
We are hiring two full-time junior to mid-level writers with the option to work remotely. You need to work a 5-hour shift and be available to write. Interested candidates should email their sample articles to [email protected]. Applications without a sample article will not be considered.
