MUMBAI: Balaji Telefilms is all set to launch its first fiction show for digital platforms.
Alt Entertainment, the Balaji Telefilms arm that creates content for younger audiences, will launch Bol Niti Bol, an online property, on YouTube, Mid-day.com and rediff.com from next week.
The content will be refreshed twice a week and there will be a total of 17 episodes of the show. Balaji will be releasing the episodes on www.youtube.com/bolnitibol, Mid-Day.com and Rediff.com/bolnitibol for maximum eyeballs.
Speaking about the show, Balaji Telefilms joint MD Ekta Kapoor said, “For a long time we wanted to do a show exclusively for our young audience who spend more time on the digital space than on television. The concept of the show as well the protagonist is something every teenager and young at heart can identify and connect immediately with a freedom of accessing the content whenever they want, keeping in mind how busy teenagers are nowadays.”
Added Balaji Telefilms Group CEO Puneet Kinra, “With each passing day, the way in which audience consumes entertainment is changing and the divisions between TV, web and mobile are blurring like never before. Along with the recent Broadband Wireless Auction going on, it will dramatically increase the consumption of the video content in the times to come. We see this development a great business proposition shaping up within the category.”
Bol Niti Bol is the story of an average young girl Niti, who will chronicle her daily life through each episode of the show. Each episode, shot on webcam, will be Niti’s video diary about what new has happened in her life, who has she met recently, the boy she likes, her crushes, how she handles people, in short everything which happens in a young girl’s daily life.
