2018 May 14
Bollywood clearly has a certain hold over us Lankans because Indian content is something we can’t help but indulge in every so often. Whether it’s the music, the dancing, the explosive action, or even the cringe comedy, it would seem that we’re easily swayed towards Indian dramas. If we’re lucky, some of us might even know what the title means but trivial things like that do not get in the way of our need for entertainment.
Presumably, we will always have a soft spot for internationally acclaimed actors and actresses like Shah Rukh Khan, Salman Khan, Akshay Kumar, Deepika Padukone, Priyanka Chopra (the list could definitely go on and on). Regardless, all Bollywood fans must know the growing struggle of the shows and films we do have available being rather limited. As of late, however, there is a much easier way to discover your daily dose of original Indian works rather than hunt down these films individually – which, let’s face it, no one has the time to do.
Launched last April, ALTBalaji is a platform catering to over 90 countries, providing exclusive Indian content to over 1 million global subscribers. A subsidiary of Balaji Telefilms, the company is promoted by Joint Managing Directors/ mother-and-daughter team, Ekta Kapoor and Shobha Kapoor. Ekta Kapoor, being a renowned TV and film producer of numerous soap operas (Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Kii, Kasautii Zindagi Kay etc.),has amassed high expectations in the company’s latest venture.
Available across 32 different interfaces, ALTBalaji is essentially a subscription based video-on-demand app. It features a fast advancing collection of Indian programmes, directed by award-winning directors, available in different languages (Hindi, Tamil, Bengali and more). The collection includes varying genres such as comedy, action, cartoons, drama, romance and more, clearly aiming to satisfy audiences of all ages and preferences with the ability of watching anything you want at your fingertips. What’s more, the company – currently offering 19 shows- plans to introduce over 20 new shows this year alone.
It would seem that ALTBalaji is the Netflix of Indian content- and a much more affordable version at that. A platform such as this clearly has the potential to achieve great heights with the amassing Bollywood fan base and in more recent news, a partnership with Dialog has now brought this application to Sri Lanka. The content can be accessed by visiting the Google Play Store and downloading the Dialog ViU app which contains ‘ALTBalaji for Dialog’. The app provides Sri Lankans with the opportunity of accessing their features for a price of Rs.160 per month after an initial free trial.
ALTBalaji is a much needed means of expressing online Indian content, and also pays attention to providing their audiences with segments that go beyond the usual. While classics too are featured, priority is given more to original works almost so as to be able to prove to the audience of the industry’s capability to adapt to current times.
ALTBalaji and Dialog’s business venture into expanding Indian content in Sri Lanka is great news to all Bollywood fans that have been waiting for some new content that reflects on current times. You needn’t look any further for that daily dose you’ve been craving, simply download and get watching!
