The video streaming service, christened ALT Balaji was launched in late February this year with English, Hindi and Regional content (only Tamil so far) and it's available on Google Play Store. Balaji has been planning to launch their app since early last year and it's finally been launched and been around for a little over a month. Content on this app has been categorized into Indian and international primarily, with further sub categories namely movies, shows, kids and comedy.
Consumers need to sign in, in order to access both free as well as paid content. However, it's not clear from the portal whether paid content can be viewed on a subscription or on a rental basis.
Curiously, this is Balaji Telefilms' second attempt at digital services as they'd already made several efforts at going digital back in 2010 when they'd launched 'Bol Niti Bol' as a YouTube channel. 'Bol Niti Bol' was a web series built around the idea of a quirky teenager making confessions about her 'teenage angst'. It had tried to ride high on the then viral LonelyGirl15 trend.
The new cartel of content, yet to be aired on ALTBalaji is a mix of some very creative concepts. While some of them already have two-minute trailers in place to give you a view of their catchy new universe, others like have posters to keep you hooked.
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