iWorld
ALTBalaji aims to double subscriber base by 2021
MUMBAI: Balaji Telefilms’ video on demand platform, ALTBalaji has planned to invest up to Rs 500 crore over the next three years with a focus on strengthening its content offerings, according to a report by Brandequity.
The network is aiming to more than double its subscriber base to over eight million, which excludes Jio customers, by 2021 from 2.8 million at present.
ALTBalaji CEO Nachiket Pantvaidya said, “We plan to invest Rs 150-170 crore every year, out of which 70 per cent would be invested in strengthening our content offerings. Over the next three years, we plan to invest Rs 450-500 crore.”
The network is aiming to launch 45 to 50 shows in the next two years.
Pantvaidya added, “About 95 per cent cent of the content on ALTBalaji is original. We are planning to launch 45 to 50 original shows in the next two years. We are investing in good quality content and we aim to reach subscriber base of over eight million by 2021.”
ALTBalaji gets 60 per cent of traction from cities outside the top-four metros. The network claims to offer an inventory of 32 shows and over 250 hours of entertainment.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
