ALT Entertainment, the new age content production brand from Balaji Telefilms, has launched Bol Niti Bol, an online fiction show on YouTube, Mid-Day.com and Rediff.com. According to ALT Entertainment, the show content will be refreshed twice a week and there will be a total of 17 episodes of Bol Niti Bol that will be released. The first episode, titled Niti Dua’s Tharki Professor, went live on June 28, 2010.
Bol Niti Bol is the story of Niti, an average young girl who will chronicle her daily life through each episode of the show. Each episode shot on webcam will be Nitiâ€™s video diary about what new has happened in her life, who has she met recently, the boy she likes, her crushes, how she handles people who hits on her, in short everything which happens in a young girlâ€™s daily life.
Ekta Kapoor, joint managing director, Balaji Telefilms, has said, â€œFor a long time we wanted to do a show exclusively for our young audience who spends more time on the digital space than on the television. The concept of the show as well as the protagonist is something every teenager and young at heart can identify and connect immediately with a freedom of accessing the content whenever they want, keeping in mind how busy teenagers are nowadays.â€
Puneet Kinra, Group CEO, Balaji Telefilms, has said, â€œWith each passing day, way in which audience consumes entertainment is changing and the divisions between TV, web and mobile blurring like never before, coupled with the recent broadband wireless auction going on, it will dramatically increase the consumption of the video content in the times to come. We see this development a great business proposition shaping up within the category. So, as the pioneers of content production we wanted to be among the first movers who claim this space for themselves through our brand ALT Entertainment and connect with the young audience in the language they understand.â€