iWorld
ALT Balaji working with OTT specialists Diagnal and Xstream
MUMBAI: ALTBalaji, the digital platform from Balalji Telefilms, marks its entry into the world of global OTT entertainment space. Launched with the aim to reach out to individual audiences directly, ALTBalaji provides differentiated content with original shows spanning some 300 hours in the first year itself. This subscription based platform will be commercially available from mid-April 2017.
ALTBalaji is developed, designed, and integrated by OTT specialists – Diagnal; the platform is powered by Xstream’s cloud based video management system, Xstream MediaMaker™. The multiscreen platform is available on iOS, Android, Windows, Roku, AppleTV, and many more operating systems.
Created to provide an alternative to mainstream Indian entertainment & TV content, ALTBalaji brings fresh & interesting stories to audience. Offering unparalleled high quality shows featuring popular artists, acclaimed writers, and award winning directors, the platform fills in the existing void in the entertainment space and provide a real, exciting alternative to regular television based options.
Unlike similar premium Subscription Video on Demand OTT service providers in the market, ALTBalaji allows users to watch select content and previews without requiring an active subscription. Content accessibility provides users with the opportunity to explore service features before choosing a subscription package that suits their content needs and budget. Premium subscribers to the service will have full-access to content and features like parental control and download to watch offline.
Commenting on this association ALT Digital Media Entertainment CEO Nachiket Pantvaidya said, “Consumers across the world are evolving aided by growing mobile reach; their requirements are becoming niche, rather than one formula fits all and this is where ALTBalaji belongs. We are excited to be associated with Diagnal and Xstream to bring in the best of technology and scalability together. ALTBalaji will offer extensive range of languages and genres to all age group and regions, both in India and abroad.”
ALTBalaji is fully cloud based, using Amazon Web Services and Microsoft Azure to deliver incomparable performance and durability, ensuring high performance video delivery to all subscribers. ALTBalaji’s highlights include:
● A subscription based Video-on-Demand service with original and exclusive premium content at competitive prices to customers
● Pre-subscription access to selective content and previews
● Service across multiply connected devices with a seamless cross device user experience
● Parental control allowing kids to watch kids content while preventing them full access to all content
● Full scale analytics backbone with an inference engine and knowledge data store
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
