Ekta Kapoor, as a content creator and producer has been widely successful in all three entertainment domains be it television, films, or OTT, and is also popularly known as the "content czarina".
In an exclusive chat with DNA, Ekta was asked about what exactly goes into creating content and she said, "I revel and enjoy every kind of entertainment. Content differs from domain to domain – be it television, films, or OTT, but eventually, it’s the audience that decides the fate of the content that you create for their consumption."
MUST READ
Ekta Kapoor utilising lockdown time, working on multiple scripts for all formats of content: Report
With her belief that "it’s the masses who make content hit or flop," she admitted that she makes what people want to see.
In 2019, her film Dream Girl was a success in movie space, Kumkum Bhagya is one of the most-watched shows in the television arena, and she also holds the credit to many successful projects namely, Coldd Lassi Aur Chicken Masala, M.O.M - Mission Over Mars, Broken But Beautiful which launched on the OTT app.
MUST READ
'Hrithik Roshan got to get a body like me': Sourav Ganguly on rumours of actor headlining his biopic
Speaking about the same, Ekta added, "As a creative individual, the idea is to cater to the audience in terms of their age groups and entertainment domain. It doesn’t necessarily need to be the same content for everyone. I am mostly interested in creating something that has got a mass appeal, but at the same time, the idea is to present the narrative differently, something the audience has not seen before."
As per the Q1 FY21 results, ALTBalaji continues to dominate the Hindi language OTT market with direct subscription revenue that has grown by ~90% year on year. With 65% of its consumers coming from the non-metro and tier 2/tier 3 towns and cities, ALTBalaji has established a clear positioning as a platform of the masses – Hindi Masaledaar Content for India and Hindi Speaking Diaspora.
