Ekta Kapoor heading digital with 'ALT Balaji App'

The daily soap queen and film producer Ekta Kapoor finally geared up for the digital world by launching the 'ALT Balaji Application' out here in Delhi.

Along with Ekta – the Joint Managing Director and Creative Director of Balaji Telefilms, very well known peeps of b'town, such as, Rajkumar Rao, Nimrat Kaur, Nagesh Kukunoor, with most popular television couple, Ram Kapoor and Sakshi Tanwar were also part of the launch. Apart from them, the team of Balaji house were also there to grace the event, including Sameer Nair(Group CEO), Nachiket Pantvaidya(CEO ALT Digital), Manav Sethi(CMO ALT Balaji). While sharing her experience for the same, Ekta stated, "As a producer, last year we didn't have a good experience, so we decided to come up with something, and here we are. This is the very first time I am shooting for shorter episodes; there will be series with less than 20 episodes, which will definitely explore some never seen before stuff."

On the other hand, Ram and Sakshi seemed confident about their upcoming series 'Karle tu bhi mohabbat.' "We are confident about the show because we have same audience like before; it was our destiny that we got so much of hype in the past," said Sakshi. While Ram said, "I personally feel safe and confident to be with Ekta, as well the same audience we have, so I am not worried about the show."

Asking about Nimrat's role in 'The test case', she said, "It was like nothing else I worked before, yes, I went through with hard task and it was a great time for being the part of the physical training I been through to portray as an army officer."

For the trending technology perspective nowadays, Rajkumar Rao shared his own thoughts, "Ekta's vision for this series is really high. In comparison with technology medium, cinema will always be there, but technology has its own audience, people will go through with both. As I personally prefer technology and go for cinemas too."

The app launched by Ekta Kapoor, 'ALT Balaji Application' marks her ambitious platform into the digital domain, and it's going to showcase original, exclusive and never seen before content.