iWorld
Here’s how ALTBalaji disrupted AVOD world with new show ‘Lock Upp’
Mumbai: Streaming platform ALTBalaji recently launched its first reality show “Lock Upp” through an advertising-based video on demand (AVOD) model. The AVOD system allows viewers to access the free original content. This strategic move by ALTBalaji is on its way to set a new benchmark in the Indian entertainment industry.
The Kangana Ranaut-fronted show turned out to be a great success for the streaming service platform. On the subscription video-on-demand side (SVOD), ALTBalaji has witnessed 36 per cent quarter-on-quarter growth in FY21. In addition, the platform saw a 75 per cent increase in active subscriber base to 2.1 million from 1.2 million last year, compared to the same period the previous quarter in 2020. As a result, the platform has more than 35 million subscribers with nine million monthly active users, according to the streaming service.
With over 80 per cent of ALTBalaji’s audience under 35 years of age; an exciting library boasting 91+ original shows and many in the pipeline; a flourishing SVOD business; AVOD is the next step in building the business further.
For the first time, a platform with no network support has attempted to build an AVOD business, as it garners a record number of views based on the strength of the path-breaking content that it delivers regularly. According to the platform, the goal is to reach out to an even wider audience base, penetrating further into the hinterlands.
Speaking on this success, ALTBalaji spokesperson said the introduction of AVOD will not only be an added layer of advertising revenue to existing revenue streams but will also help them drive further subscriber base via cross-sell and up-sell. “We are excited about providing a further simplified and seamless experience with thousands of hours of free content for mass India,” added the spokesperson.
ALTBalaji has a history of creating ventures and opportunities that are very well received by the audience. Currently catering to an MAU base of 10+million, it has sold 2.9 million subscriptions in H1 alone. The platform sees an audience engagement metric of 83 minutes per day, with different genres catering to varied audiences. According to a recent report by global technology research powerhouse Omdia, AVOD streamers will flourish over the next three years and will hit revenues of almost $260 billion by 2025.
iWorld
Epic Company launches unified Epic Studio for films and OTT
Vivek Krishnani to head films business; Samar Khan leads OTT & Television.
MUMBAI: Epic just merged its creative superheroes under one cape because when films and OTT need to fight for attention together, you don’t keep them in separate universes. The Epic Company has launched Epic Studio, a next-generation creative and production powerhouse that unites Juggernaut Productions and Movieverse Studio under a single banner. The move creates a streamlined, scalable platform for premium storytelling across theatrical films, OTT originals, television, digital-first formats and branded content.
Vivek Krishnani has been appointed chief executive officer, Epic Studio (Films), overseeing the theatrical and film business with a focus on culturally resonant narratives across Hindi, Telugu, Tamil, Gujarati and Malayalam cinema. Samar Khan continues as chief executive officer, Epic Studio (OTT & Television) and retains his role as chief content officer for Docubay and Epic On.
The Epic Company managing director Aditya Pittie said, “Epic Studio brings together our entire creative ecosystem under one unified studio vision. This is not just an integration of verticals, but the creation of a collaborative environment where writers, filmmakers, creators, and brand partners can seamlessly develop and scale stories across formats and screens.”
Vivek Krishnani added, “We are building an audience-focused mainstream film studio committed to delivering fresh, engaging, and innovative stories for both theatrical and streaming platforms.”
Samar Khan commented, “This alignment allows us to approach storytelling with a unified studio mindset. We are building IP under one creative umbrella, with scale and longevity in mind from inception.”
The unified structure eliminates silos, enabling ideas to flow fluidly from concept to screen while adapting to evolving audience behaviour. Epic Studio positions itself as a creator-led ecosystem championing purposeful, resonant storytelling with commercial strength.
In an entertainment landscape where stories now leap between screens faster than plot twists, Epic isn’t just building a studio, it’s crafting a single launchpad where every tale gets the best shot at soaring across every platform.
