Ekta
Kapoor,
as
a
content
creator
and
producer,
has
been
widely
successful
in
all
three
entertainment
domains
-
television,
films
and
OTT,
and
is
also
popularly
known
as
'content
czarina'.
She
has
changed
the
landscape
of
the
Indian
entertainment
industry
in
all
three
formats.
The
content
she
brings
caters
to
the
audiences
across
different
age
groups
and
demography.
Recently,
when
Ekta
was
asked
about
what
exactly
goes
into
creating
content,
she
was
quoted
saying,
"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."
With
her
belief,
"It's
the
masses
who
make
content
hit
or
flop," she
admits
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
also,
she
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.
Ekta
adds,
"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
platform
of
the
masses
-
Hindi
Masaledaar
Content
for
India
and
Hindi
Speaking
Diaspora.
From
starting
a
successful
production
house
to
introducing
breakthrough
content,
Ekta
is
constantly
transforming
the
three
formats
of
content
which
are
popular
as
well
as
successful.