Balaji Telefilms Limited has announced the launch of a new digital app, Kutingg, set to go live on 11 September. The app is described as a “family friendly” platform and is intended to be part of the company’s broader digital strategy, reflecting changing patterns in content consumption.
According to a press release, Kutingg aims to provide a range of content including drama, mini-series, reality formats, talk shows, short-form videos, films, and other programming. The platform will also feature vertical video formats in addition to traditional storytelling methods.
The app’s content will be grouped into several categories, including Daily Dose of Entertainment (Pyaar Kii Raahein, Saas, Bahu aur Swaad), Weekend Binge (Cheerleader), Superstar Library (Bose, Mentalhood), and Non-Fiction/Chat Shows (Swaad Se Karenge Sabka Swagat, i’s For India, Morning Mantra, The Impact Circle, Laut Aao, Bollywood Gapshap, Game Plans).
Speaking on the launch, Sanjay Dwivedi, Group CEO and Group CFO, Balaji Telefilms Ltd, said, "At Balaji, our journey has always been about anticipating how stories are experienced and staying ahead of audience expectations. Today’s audiences want stories that are sharper, shorter, and more personal—and Kutingg is our answer to that. 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. With Kutingg, we want to give audiences more than just shows—we want to deliver moments that bring families together, stories that spark conversations, and entertainment that truly stays with them."
Nitin Burman, Group Chief Revenue Officer, Balaji Telefilms Ltd 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. Our vision is to make Kutingg not just India’s preferred family-first entertainment destination, but also a space where innovation in content and commerce thrive together. This is the next step in Balaji’s mission to redefine how entertainment is consumed, shared, and celebrated across every screen in the country.”
