iWorld
ALTBalaji’s Sethi reaffirms faith in originals
MUMBAI: Among the plethora of over-the-top (OTT) players that sprung up in the Indian market, we have Balaji Telefilms’ ALTBalaji, which is striving to understand content through the eyes of its customers. The platform takes customer feedback seriously to predict which content will work.
After gaining positive audience reactions for Bose: Dead/Alive, Kehne Ko Humsafar Hain and Haq Se, the platform may return with Haq Se season 2 as ALTBalaji CMO Manav Sethi confirmed in an interaction with Indiantelevision.com.
With smartphones personalising everything, content is not left out of this change. Leveraging the shift in viewing patterns, OTT platforms are not only coming up with originals but also content of different genres to cater to every segment of the audience. According to a Deloitte report, Indian players have set aside about Rs 3300 crore for original content production.
Despite the emphasis on original content by national as well as international players, a recently published report said that only 20 per cent of users in the US watched originals on Netflix. The other 80 per cent predominantly saw shows such as Breaking Bad, The Office, and Grey’s Anatomy. In that context, when asked if OTT platforms’ dependence on originals was overstated, Sethi reiterated the importance of originals for ALTBalaji.
While ALTBalaji’s big hits-Bose:Dead / Alive, Kehne Ko Humsafar Hain, Haq Se, The Test Case, Ragini MMS Returns-were acclaimed by viewers, a variety of audiences tuned in. Some of the shows were adored by metro cities while some enjoyed popularity in small towns. According to estimates, OTT users are likely to exceed 355 million by 2020, faster if internet services improve.
“There are certain stories that the small towns have evolved to appreciate. Kehne Ko Humsafar Hain, Karrle Tu Bhi Mohabbat, those shows did very well in small towns. There were actors from TV and household stories, which audiences could relate to,” Sethi said.
Right now, the platform is bursting at the seams with 50 shows from various genres such as comedy and drama, each at different stages of execution. Many hit shows are being brought back for the second season among which Kehne Ko Humsafar Hain and Dev DD have already been announced.
Indians can’t seem to get enough of drama with it being the favourite choice on ALTBalaji, too. A new genre combining horror and sex, which Sethi refers to as horrex, is the largest growing genre consumed by ALTBalaji consumers.
The company is very frugal when it comes to marketing spends. “Our marketing strategy has been very out in the open. We spend most of the money on digital. We don’t believe in spending irrationally and in an exaggerating manner. We are focusing on acquiring the viewers and the subscribers,” Sethi said.
“We keep focusing on content and analytics. We’re taking cognisance of all the signals our consumers give such as whether they like our shows, don’t like them, where the major dropouts are happening or which episode saw largest number of dropouts,” he added.
Ever since launch, ALTBalaji has focussed on originals while competitors have dived into areas like sports and catch-up. International competitor Netflix has earmarked $6 billion for original and licenced content with a significant chunk for India. Amazon is spending $300 million in India for acquiring Bollywood movies and originals.
While the international players are entering the market with a high amount of investment, the company wants to remain very cautious about its expenditure and level-headed about its content.
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eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
