iWorld
ALTBalaji associates with Stylecraze and HerHQ
KOLKATA: In an attempt to woo the millennial women audience, popular OTT platform ALTBalaji has tied up with Incnut Digital's properties – Stylecraze & Bridal Box, a brand operated by and for women with a vision to create a thriving ecosystem of information, opportunity and support for women.
The association comes at a time when ALTBalaji's latest release Paurashpur is creating waves for its depiction of a fictional kingdom under patriarchal rule, where women strive against discrimination and fight for gender equality.
"As India's biggest community of 50 million millennial women, we strongly believe that the media's role and power to influence the portrayal of women is more important now than ever. We have and continue to witness violence in various forms which stems from the struggle for power, acceptance and more importantly the physical and economic disparities which continue to co-exist between the sexes even in today's times," Incnut Digital vice president- business development and strategic partnerships Natasha Garyali said.
ALTBalaji marketing, analytics, and direct revenue SVP Divya Dixit said, "With this partnership, ALTBalaji wants to ensure stringent support to the women out there who act as a strong catalyst. We create shows that depict women's empowerment and stand by it. Our content viewership has a huge percentage of women audience and hence, there is no better tie-up than this to showcase our appreciation and respect to these influential individuals, along with helping us expand our narrative to inspire them."
HerHQ’s purpose is to help brands leverage heterogeneous women communities from different life stages, said founder Meera Chopra. In this association, HerHQ acts as a catalyst bringing content and communities together. “ALTBalaji's original content – Paurashpur gives us a peek into the kingdom dominated by men where women fight the ultimate battle of gender inequality eventually winning it. We believe, IncNut is the obvious choice given its expansive platform reach of 50 million women community,” she added.
Growing from strength to strength on the back of innovative business strategies, ALTBalaji has become one of the major players in the Indian OTT industry. With a vast library of 70+ originals across genres that cater to all kinds of audiences, the shows at ALTBalaji are a mix of thriller, crime, drama, romance, youth drama, horror, comedy, amongst others.
iWorld
Netflix launches Playground app to bring games and interactive play for kids
Interactive games, fresh series and returning favourites aim to blend play and learning
MUMBAI: Netflix is doubling down on kids entertainment with a major expansion of its family-friendly slate, anchored by the launch of Netflix Playground, a new interactive app designed to blend play with storytelling.
Aimed at children aged eight and under, the app allows young viewers to engage with familiar characters from shows like Peppa Pig and Sesame Street through games and activities, all within a safe, ad-free environment. The app is already live in select markets and is set for a wider global rollout later this month.
The move signals Netflix’s push to turn passive viewing into a more immersive experience. Alongside the app, the platform has unveiled a mix of new titles and returning favourites, including fresh episodes of Trash Truck and The Creature Cases, as well as a new preschool series, Young MacDonald. Popular titles such as CoComelon Lane and Ms. Rachel are also set to expand with new seasons and episodes.
Speaking about the strategy, Netflix vice president of animation series and kids and family tv John Derderian said, “We’re building a world where kids can not only watch their favourite stories, they can step inside them and interact with their favourite characters. We’re creating a seamless destination for discovery, learning, and play.”
The expanded offering also leans heavily on convenience for parents, with offline access, curated content, and robust parental controls designed to ensure a safe and tailored viewing experience. Features such as profile locks, content filters, and activity tracking aim to give families greater control while allowing children to explore independently.
The timing is strategic. Kids and preschool content has emerged as one of Netflix’s most-watched categories in recent years, making it a key battleground in the streaming wars. By combining games, education, and entertainment, the platform is looking to deepen engagement and build long-term loyalty among younger audiences.
With interactive play now joining its content arsenal, Netflix is not just streaming stories but inviting kids to step inside them, turning screen time into something a little more hands-on.
