Balaji Telefilms undergoes makeover; launches Alt Entertainment

Media and entertainment conglomerate Balaji Telefilms Ltd. has gone for a corporate image makeover, unveiling a brand new visual identity, with plans to diversify into movie and new media production.

Ekta Kapoor, joint managing director, Balaji Telefilms Ltd told PTI that the makeover was part of the re-branding and re-invention of the company.

"Maintaining its core competency of fiction television programming, Balaji is diversifying into movie production and new media. At the same time, Alt Entertainment, Balaji's sister concern will cater to the upwardly mobile young Indians with television and film content as well as global audiences through the new media like internet and mobile," she said.

Explaining the reasons for a new company, Ekta said, "Disney is known to make children's programming. If it makes a hard hitting movie under the same banner, audiences will not identify with it. Similarly, Balaji cannot deviate from its brand of core programming."

Alt Entertainment aims to become the preferred content provider for its target audience between the age-group of 15 to 36 with its cutting-edge content across platforms and to engage and connect deeply with its consumers, Ekta said.

The new identity reflects the fresh perspective adopted by Balaji Telefilms towards existing and new businesses and the core brand values that the brand has successfully been built on, over the last 15 years, she added.