iWorld
ALTBalaji partners with Microsoft and Eko India Financial Services to pilot a cloud coordinated content distribution network that saves cellular data
MUMBAI: Leading homegrown OTT platform, ALTBalaji has announced a consumer benefitting alliance with Microsoft and Indian fintech company, Eko India Financial Services Pvt. Ltd. The association will allow the digital SVOD platform’s subscribers to use Microsoft’s BlendNet technology to download and access ALTBalaji content without consuming large amounts of cellular data.
BlendNet technology enables videos to be disseminated through a combination of cloud-enabled metadata systems. The file is then transferred onto the recipient’s mobile using peer-to-peer local Wi-Fi, after asking for the necessary permissions from the users. While the creation of this cloud plane might need a data network, the transfer of data will happen over local WiFi. Subscribers will be able to browse through all the content available within the app and get those files offline from nearby EKO retail stores, as well as from other users who have the same content that is being searched for. A subscriber on an average consumes 2-3 episodes per day using 1GB of their data, BlendNet will ensure that bulk data transfers happen locally increasing content consumption amongst its audience. Incase, the consumer is in a remote region, then BlendNet will postpone the downloading of content till you come to a place where someone else has the same file nearby. This feature serves as a value proposition for ALTBalaji subscribers as they can now access their favourite content even in areas with low internet connectivity without adding any data costs over and above to the subscription cost which is an economical Rs 100 for 3 months and Rs 300 for the annual pack.
Speaking on the technical association, Nachiket Pantvaidya, CEO ALTBalaji and Group COO Balaji Telefilms said, “These technologies enable a large portion of the Indian population to bridge the digital divide and are enabling audiences from India’s heartland to access and participate in the digital revolution. At ALTBalaji it has always been our endeavour to reach out to the masses and enhance our users’ experience through such services, while being affordable. And through this pilot feature, we aim to attract more viewers to our platform from areas with not so good internet connectivity.”
Dr. Sriram Rajamani, Managing Director, Microsoft Research India, said “It’s inspiring to see new solutions that enable end users across the socio-economic spectrum to access content and data in ways that are cost effective and impactful. Such technologies that combine the cloud with cheap, readily available and seamless connectivity for the end user have the potential to positively impact the lives of millions of people.”
Meetul Patel, COO, Microsoft India, said, “Technological innovation is a great enabler towards a more digitally connected nation. Microsoft’s BlendNet is a great example of advanced technologies being used to make information and content accessible to all. It leverages the power of the cloud and intelligent edge networks to address gaps in connectivity and reduces the costs of content distribution. We are excited about this partnership which will help many more in India access and experience the benefits of digital content.”
Commenting on the association, Abhinav Sinha, Co-founder and COO, Eko India Financial Services, said: "Eko is pleased to partner with Microsoft and ALTBalaji on this breakthrough project. It is always our endeavour to enhance brand, customer relationship via access to our platform and our vast network of merchants. This new technology by Microsoft, offered via ALTBalaji, enabled at our merchant outlets, would provide customers quick and direct access to content without consuming data. We believe this win-win partnership will be a welcome service to our business partners and customers. At Eko, we are committed to taking digital products to the masses and help everyone benefit from the digital economy.”
With 45 Originals as part of its vast and diverse, multi-genre content library, ALTBalaji continues to entertain audiences like never before. Shows like ‘Apharan,’ ‘Home’ ‘The Test Case’ ‘Kehne Ko Humsafar Hain,’ ‘PuncchBeat’ and the latest being ‘Coldd Lassi Aur Chicken Masala’ have received adulation and accolades aplenty from across the length and breadth of the country.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
