The producer is launching another production house because she doesn't want to associate the name Balaji (her company) with risque and adult content.
Producer Ekta Kapoor, who has been successfully running Balaji Telefilms and Balaji Motion Pictures, is launching another production house. And what’s most interesting about this development is that Ekta’s not naming this venture Balaji. Instead, it will be called Alt Entertainment.
Ask Ekta the reason behind this, and she says, “Balaji is the mother-brand that will continue to operate and make movies and TV soaps which uphold Indian values. But at the same time we have started making films and TV content with bold themes. Such content can’t be related with the brand Balaji.”
Soaps from the Balaji stable talk about everything that is good and nice. And Ekta is in no mood to risk her established brand for her experiments with bold content. She says, “We realise that everything is not pure white in society and we intend to make products on these grey things that are equally challenging and interesting.
We feel that for the brand Balaji it might be a conflict of interest. I mean God and sex can’t go hand in hand in India. It is blasphemy and we want to steer clear of it. There’s a lot at stake for the brand if we release bold content through Balaji. People expect Balaji to make products that show the goodness in society and human beings and not voyeurism. They might completely reject Balaji in the bargain and this we are not willing to risk.”
With the new company, Ekta will experiment with what she calls ‘alternate kind of subjects’. This production house will have an Internet division too.
“Through this new media division we will connect with the masses to know what they feel about our products and suggestions. As a company we are continuously thinking about growth and this is one of our strategies for the future,” she ends.
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