GECs
Balaji rings in ‘Kutingg’: A family-first app with kadak stories
MUMBAI: Talk about a ‘family kutingg’! Balaji telefilms is striking a new chord in digital entertainment with the launch of its latest family-first app, kutingg.
Unveiled on 8 September and set to go live on 11 September, the platform promises gripping fiction, spirited non-fiction, and snackable entertainment designed for India’s mobile-first audience. Positioned as a digital destination for every member of the household, kutingg is packed with kadak stories told with authenticity and flair.
Speaking on the launch of Kutingg, Balaji Telefilms group CEO and group CFO Sanjay Dwivedi said, “At Balaji, our journey has always been about anticipating how stories are experienced and staying ahead of audience expectations. Today’s audiences want stories that are sharper, shorter, and more personal and Kutingg is our answer to that. This is not just another entertainment app; it is a family-first destination that offers Kadak stories across fiction and non-fiction, from snackable content to immersive limited series, and even vertical formats for a new-age viewing experience. With Kutingg, we want to give audiences more than just shows. We want to deliver moments that bring families together, stories that spark conversations, and entertainment that truly stays with them.”
The content line-up reads like a buffet of entertainment. Daily drama lovers can tune into Pyaar Kii Raahein or Saas, Bahu aur Swaad, while weekend binge-watchers get Cheerleader. There’s also a ‘superstar library’ featuring Bose and Mentalhood, and a host of chat shows from Morning Mantra to Bollywood Gapshap. Vertical video formats sit comfortably alongside long-form narratives, keeping pace with how Indians scroll, stream, and snack on stories today.
“This is not just another entertainment app, it is a family-first destination that offers sharper, shorter, and more personal stories,” said Balaji telefilms group chief revenue officer Nitin Burman. He added that kutingg is designed as an ecosystem where content, creators, and brands can thrive together. “Our vision is to make kutingg not only India’s preferred family-first destination but also a hub for innovation in both content and commerce.”
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
