MUMBAI: Balaji Telefilms is throwing open the gates to a new era—one where saas, bahu and binge culture collide. The legacy studio, which helped script India’s television saga for over two decades, is rewriting the plot with a digital-first approach that spans OTT behemoths, Youtube Originals, and a mix of formats for India’s multi-screen audience.

Announced in May 2025, the company’s roadmap reveals a sharp shift toward platform-driven storytelling, tapping into newer demographics without leaving behind its loyal viewer base. Armed with genre-spanning originals and marquee talent, Balaji aims to straddle every screen—from phones in Patna to smart TVs in Pune.

"At Balaji, storytelling is in our DNA. For decades, we’ve created content that mirrors the aspirations, emotions, and realities of Indian audiences. Today, we’re embracing the digital era with the same passion, but through a renewed lens", said GCRO Nitin Burman.

Burman added, "Balaji has always been at the forefront of innovation, and as we embark on this new phase of digital-first storytelling, our goal is to create content that resonates deeply, sparking emotional connections and cultural relevance".

The proof lies in Balaji Digital’s slate. Early hits like Power of Paanch and Dus June Ki Raat on JioHotstar signalled intent. But it was Kull – The Legacy of the Raisingghs, featuring Nimrat Kaur and Ridhi Dogra, that cemented the studio’s OTT credibility. Balaji then made its Youtube Originals debut with The Great Indian Cricket Fan, a series celebrating cricket obsession with equal parts charm and chaos.

As for what’s next: the studio is cooking up more digital exclusives—both long and short-form—for OTT and Youtube, alongside a steady dose of television content (Bade Achhe Lagte Hain) and cinema (upcoming titles include Bhoot Bangla and VVAN – Force of the Forrest). With murmurs of a Kyunki Saas Bhi Kabhi Bahu Thi comeback, Balaji isn’t just revisiting nostalgia—it’s remixing it for the scroll-happy generation.

From emotional depth to mass appeal, Balaji’s playbook is broadening while its roots stay firm. With this digital pivot, the studio is making one thing clear: it's not chasing trends. It's setting them.