iWorld
Balaji slices daily drama with launch of Kutingg OTT app
MUMBAI: Balaji Telefilms has thrown a sharp new cut into India’s crowded streaming market. On 19 January, the entertainment heavyweight launched Kutingg, its own OTT platform built around a simple but ambitious promise: “Entertainment ka dose har roz.”
And this is not just a slogan. Kutingg has been programmed like a modern-day TV channel for the scrolling age, offering something new every single day of the week.
From Monday to Thursday, viewers get daily episodic family dramas, Balaji’s comfort zone and calling card, served in tightly written, finite arcs rather than never ending sagas. Fridays are reserved for binge lovers, with crime thrillers, mysteries and comedies released in compact parts. Saturdays bring micro dramas, one minute episodes designed for watching on the move. Sundays slow things down with non fiction, including celebrity led chat shows.
In short, if entertainment has a flavour, Kutingg wants it all on one plate.
The pricing strategy is just as pointed. A one rupee trial lets viewers sample vertical only content, converting to Rs 199 a month. Those wanting the full spread can opt for a Rs 99 weekly trial before settling into the same monthly price for complete access.
The launch slate mixes drama, romance, crime and conversation, with titles including Missing Priya, Mujhe Tu Chahiye, Jaffna Hills, Saas Bahu Aur Swaad, Ghar Tera Mera, ACP Vikrant and the chat show Honestly, Why Not? with MNL.
Explaining the thinking behind the platform, Balaji Telefilms group chief revenue officer Nitin Burman, said Kutingg was born from a simple question: why should viewers download yet another app? His answer was to make Kutingg a single destination for everything audiences already enjoy across multiple platforms.
Balaji’s legacy, he noted, lies in long form television storytelling. Kutingg trims that legacy into limited, contemporary formats while retaining the emotional pull that made the company a household name. “From Monday to Sunday, you will get a new piece of content every day,” Burman said, calling it a habit forming experience rather than a sporadic binge.
Micro dramas, once dismissed as a passing fad, are a key pillar of the strategy. Burman described them as one of the fastest growing segments in entertainment, and confirmed that Balaji is now among the largest producers in the space.
For Balaji Telefilms content head Meghna Joshi, the launch is both exciting and nerve wracking. “Balaji is a huge legacy,” she admitted, adding that Kutingg represents an effort to cater to the entire country, not just a niche urban audience.
Joshi describes the app as a digital channel in spirit, blending daily soaps, binge shows, micro dramas and non fiction in one place. The intent, she says, is to respect the Indian audience’s long standing habit of watching something new every day, while also acknowledging evolving tastes and formats.
She points to Saas Bahu Aur Swaad as an example of how Balaji’s drama has matured. Relatable, grounded and reflective of changing family dynamics, it swaps exaggerated theatrics for emotional truth.
Looking ahead, Joshi is keen to explore new genres, particularly stories that blend human struggle with spiritual reflection. Regional content is also on the horizon, especially in micro dramas, where language and local flavour can make an instant connection.
For Balaji’s loyal viewers, the reassurance is clear. The drama is not going anywhere. It is simply being sliced into smarter, shorter and more contemporary servings.
With Kutingg, Balaji is betting that in an age of endless choice, consistency might just be the sharpest hook of all.
iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
