Nascent Indian digital video platform ALTBalaji has teamed up with Micromax to provide original bundled content on its mobile devices when the service launches commercially in mid-April.
“With the partnership of Micromax, we will take our repository of original shows, exclusively available on ALTBalaji to the urban masses,” said Nachiket Pantvaidya, CEO, ALT Digital Media Entertainment Ltd. “Micromax will distribute these original shows to its 30 million users via its digital properties. This collaboration makes ALTBalaji the only original digital content generation platform to reach viewers on such a massive scale”.
The over-the-top (OTT) video app from Mumbai production house Balaji Telefilms will be officially launched with six new shows and followed with a new show every 15 days, with 250 hours of original content planned during its first year.
Directors and actors involved in what is termed as an alternative to mainstream TV include Nagesh Kukunoor, Juhi Chawla, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, Ram Kapoor, Atul Kulkarni, Sameer Soni, Yudhishtar Urs, and Dipannita Sharma Atwal.
Easy payment options for ALTBalaji will also be available via the MobiKwick digital wallet, with ALT Balaji subscribers receiving 25% cashback if paying for the service electronically.
MobiKwik business head Bikram Bir Singh said: “We are glad to partner ALT Balaji and extend our digital payment services to their subscribers. This association is in line with our endeavour to make MobiKwik payments ubiquitous.”