Balaji Telefilms moves beyond families

The production house has carved out a separate entity, ALT Entertainment, to make films that cater to younger audiences .

Balaji Telefilms has entertained viewers with some of the most puritan characters on Indian television. With Love Sex aur Dhokha (LSD ), though, the production house — which made its mark as the leading fiction content provider for family audiences over the last decade — has begun focusing on younger audiences, too. Its separate brand christened ALT Entertainment will do the same with small-budget films. The production house aims for a marked distinction in the brand image of Balaji Telefilms and ALT Entertainment. While Balaji Telefilms will cater to family audiences with its films, TV content and new-media offerings, ALT Entertainment will target young adults.

Meanwhile, Balaji’s free online classified website, ,which gives people from the entertainment, television, media and advertising sectors to promote and share their services, gets around 1,000 profiles per week. With a good number of users, industry watchers say Balaji might launch a media school for aspiring actors, directors and other technicians.

Source: Percept

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