INSUBCONTINENT EXCLUSIVE:
low-cost web shows in order to turn profitable.ALT Digital Media Entertainment aims to produce about 60 new web shows through a joint
venture over the next two years, helping it to break even at the net income level
That would add to the 42 shows already owned by the company, which is the online-streaming unit of Balaji Telefilms."We are a pure-paying
model right now, but once we reach that threshold of around 100 originals, we may think on advertising," Nachiket Pantvaidya, ALT Digital's
chief executive officer, said in an interview at his office in Mumbai last week.Digital subscribers in India are expected to increase to
March 2024, according to a report the accounting firm published last month.While much smaller than Netflix, Balaji is about 25 per
And India's lower and middle income digital consumers prefer regional content, according to KPMG, which may favor local providers with
that demographic."I think one has to cater to either the classes or the masses; trying to have both the pies will lead to a confused
strategy and may not work well," said Mr Pantvaidya, who serves as chief operating officer at Balaji Telefilms in addition to running ALT
Digital.While Netflix and other major players cater primarily to urban subscribers with high-cost global productions, ALT Digital's
ALTBalaji service is focused mainly on Hindi-language shows, targeting people between 20 and 40 years old who live in India's 30 largest
Netflix has four monthly plans in India ranging from Rs 199 to Rs 799
ALTBalaji offers a three-month subscription for Rs 100 and a 12-month plan for Rs 300.ALTBalaji expects its revenue to nearly double this
fiscal year to about Rs 80 crore
Profitability should be helped by the fact that Balaji Telefilms will fund most of its planned production expenses
with an expensive star cast," Mr Pantvaidya said.Get Breaking news, live coverage, and Latest News from India and around the world on
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