Balaji Telefilms , a leading content powerhouse in India, has announced a strategic partnership with Story TV, a pioneering micro drama platform, to revolutionize the short-form storytelling industry. This collaboration aims to create original, mobile-first micro dramas rooted in rich Indian narratives, potentially disrupting the existing micro drama market.

Key Partnership Details

Market Potential and Strategy

Saurabh Pandey, Founder & CEO of Story TV, expressed optimism about the partnership, stating, "I strongly believe micro dramas will be more than a $5.00Bn market in the next 3 years and will unlock a new form of storytelling, with Story TV leading from the front."

Ekta Kapoor, Joint Managing Director of Balaji Telefilms Ltd., described the alliance as a "game-changer, setting the stage for powerful, fresh storytelling that's fearless and fast-paced."

Balaji Telefilms' Strategic Move

Sanjay Dwivedi, Group CEO and Group CFO of Balaji Telefilms, emphasized the company's commitment to evolving with audience preferences and platforms. He stated, "Micro dramas represent an exciting frontier — short, impactful, and designed for today's mobile-first viewers. This collaboration with Story TV allows us to take our storytelling legacy into a new format, one that's fast, fresh, and deeply connected to the pulse of digital India."

About the Partners

Story TV

• Launched by the Eloelo group
• India's leading microdrama platform
• Over 1 crore users
• Library of 300+ original microdramas

Balaji Telefilms

• Leading entertainment company in India
• Two decades of market leadership in television content
• Expanding into movies and digital content production
• Known for iconic television serials and critically acclaimed movies

This partnership marks a significant step in India's micro drama ecosystem, combining Balaji Telefilms' storytelling expertise with Story TV's innovative platform. As the collaboration unfolds, it will be interesting to see how this venture impacts both companies and the broader entertainment industry in India.

Balaji Telefilms Limited , a prominent name in the Indian entertainment industry, has made a significant move into the digital space with the launch of its new mobile application, 'Kutingg'. The app, announced on September 9, 2025, is designed to cater to family audiences, offering a diverse range of content including fiction, non-fiction, and quick entertainment snippets.

A New Digital Destination

Kutingg positions itself as a 'family-first' digital platform, aiming to become the go-to destination for daily doses of family entertainment. The app promises to deliver 'Kadak' (impactful) stories told with authenticity, reflecting the evolving content consumption habits of today's mobile-first audience.

Diverse Content Offerings

The new app boasts an expansive content slate that includes:

• Gripping drama series
• Youthful series
• Mini-series
• Reality-led formats
• Talk shows
• Snackable short-form entertainment
• Films
• Multi-genre content for binge-watching

In a notable move to align with modern viewing preferences, Kutingg has embraced vertical video formats alongside traditional storytelling styles, ensuring an engaging experience for mobile users.

Curated Programming Segments

Kutingg's content is carefully curated under key segments:

1. Daily Dose of Entertainment: Featuring shows like 'Pyaar Kii Raahein' and 'Saas, Bahu aur Swaad'
2. Weekend Binge: Including series such as 'Cheerleader'
3. Superstar Library: Offering content like 'Bose' and 'Mentalhood'
4. Non-Fiction/Chat Shows: Presenting 'Swaad Se Karenge Sabka Swagat', 'i's For India', 'Morning Mantra', 'The Impact Circle', 'Laut Aao', 'Bollywood Gapshap', and 'Game Plans'

Management Perspective

Mr. Sanjay Dwivedi, Group CEO and Group CFO of Balaji Telefilms Ltd, commented on the launch: "This is not just another entertainment app; it is a family-first destination that offers Kadak stories across fiction and non-fiction, from snackable content to immersive limited series, and even vertical formats for a new-age viewing experience."

Mr. Nitin Burman, Group Chief Revenue Officer, added: "Kutingg represents more than just a platform, it is an ecosystem where content, creators, and audiences meet on common ground. With its wide spectrum of genres and fresh storytelling, we are opening up new opportunities for brands, advertisers, and partners to connect with audiences in more meaningful ways."

Strategic Importance

The launch of Kutingg marks a significant step in Balaji Telefilms' digital journey. It reinforces the company's commitment to innovation in the OTT space and its aim to redefine how entertainment is consumed across India. By focusing on family-oriented content and embracing new formats like vertical videos, Balaji Telefilms is positioning itself to capture a significant share of India's growing digital entertainment market.

As the digital landscape continues to evolve, Kutingg's launch represents Balaji Telefilms' strategic move to stay ahead of audience expectations and cement its position as a pioneer in the Indian entertainment industry.