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Tag: ALTBalaji

  • Balaji Telefilms group CEO Sunil Lulla steps down

    Balaji Telefilms group CEO Sunil Lulla steps down

    MUMBAI: Balaji Telefilms group CEO Sunil Lulla has stepped down from his post last week. Industry sources confirmed the development to Indiantelevision.com. Lulla was appointed as group CEO last year. Indiantelevision.com reached out to Balaji but they didn’t respond till the time of publication. 

    His experience spans over three decades of experience across media, entertainment and the broadcast industries. He served as chairman and managing director at advertising agency Grey Group India. He also led the rollout of MTV in India and launched the television network for Bennett Coleman & Co, The Times Television Network.

    Moreover, Lulla has been one of the early internet explorers with indya.com in 2000. He also played key role on many boards and forums of the broadcast industry helping to shape policies, set industry standards and best practices.

  • ALTbalaji & ZEE5 announce content alliance to grow the subscription video on demand business

    ALTbalaji & ZEE5 announce content alliance to grow the subscription video on demand business

    National: With an aim to leverage each other’s strengths in the OTT domain, ZEE5 and ALTBalajihave collaborated to co-create original content which will only be available on both platforms. 

    The content sharing arrangement,  includes co-creation of 60+ Original content series (in Hindi) which will be available exclusively to SVOD subscribers of both platforms. This association is a collaborative process of co-understanding consumer insights and co-marketing to serve the viewer better and resulting in improved monetisation for both. 

    ZEE5 and ALTBalaji have established their content strength globally, and the synergy will result in two of the largest homegrown video streaming platforms coming together to expand their subscription base and grow the binge-watching culture globally.

    Mr. Punit Goenka, MD & CEO, ZEEL said, “I truly cherish the bond between Balaji and ZEE, which has been nurtured and built over the last two decades. Together, we have created some path breaking content masterpieces which have truly entertained our esteemed audiences. I am most certain that this association will enable both the brands to re-create the magic, this time in the digital space.”

    As per the association, ALTBalaji will maintain an exclusive partnership with ZEE5, in order to enhance its offering to the market, with a focused and strategic approach.

    Commenting on this development Mrs. Shobha Kapoor, Managing Director, Balaji Telefilms said, “This collaboration strengthens the 25 yearold fruitful relationship between Zee Group and Balaji Telefilms, from Television content, to Movie Monetisation and now to Digital Video Streaming. It plays to each partner’s individual strength and the consumer is the ultimate winner. This partnership will result in Balaji Telefilms being profitable as an entity, thereby giving us an opportunity to scale up our business ambitions, creating value for all our stakeholders.”

    In two years of commercial launch, ALTBalaji has one of the largest libraries of Hindi original and exclusive shows. It remains one of India’s favourite online destinations for truly engaging content. Shows such as  The Test Case, Apharan, Home, Kehne Ko Humsafar Hain, and Bose: Dead or Alive have won many accolades and has an ever-growing audience base that watches Indian shows across the globe.

    Ms. Ekta Kapoor, Joint MD,  Balaji Telefilms added, “As part of this partnership ZEE5 subscribers will get seamless access to ALTBalaji’s clutter breaking originals in addition to ZEE5 existing content. This partnership enables  ALTBalaji to continue to  scale up rapidly its content creation ambitions and focus on building the largest library of original exclusive shows in India. We hope that ALTBalaji and ZEE5 will set benchmarks in unique storytelling.”

    Mr. TarunKatial, CEO, ZEE5 Indiaadded, “In the first year of going live, we, at ZEE5, have focussed on building a strong repository of content and this is evident in the 100,000+ hours of content that we have on the platform. Overtime, we have seen a steady increase in viewership of regional originalcontent and this partnershipwill be a great opportunity for our viewers to enjoy the best of both worlds – the one created by ALTBalaji and us.We believe, this will be a game-changer for both – the industry as well as the audiences. We are glad to initiate this trend where content creators can partner to bring the best immersive experience for the viewers.Thiscollaboration promises immense growth potential for both partners.”

    In 2019 itself, ZEE5 has rolled out around 25 original shows across genres, and the platform is committed to launching 72+shows by March 2020. It has crossed 50 million gross downloads since launch on the Play Store and had 76.4million monthly active users globally in June 2019.
     

  • ALTBalaji partners with Eko, India Financial Services

    ALTBalaji partners with Eko, India Financial Services

    MUMBAI: India’s leading homegrown OTT platform, ALTBalaji announces a consumer benefitting  alliance with Indian fintech company, Eko India Financial Services Pvt. Ltd.  The association will allow the digital platform to use the Eko Store through which any merchant will be able to sell ALTBalaji subscriptions directly to potential subscribers who may not have access or may not be at ease using a digital payment mechanism.

    Over 80% people earn in cash in India, thus, a number of potential customers are more comfortable paying in cash specially when it comes to modest amounts. The partnership is about providing assisted commerce not just as means of collecting money. Eko's merchant would be able to provide more information about ALTBalaji service and educate consumers and enable them to download the app. Using Eko, ALTBalaji is enabling payment in cash via Eko merchants, over & above all the digital modes of payment. 

    With over 40+ originals in its content offering, ALTBalaji has built on the legacy of creating iconic shows, like ‘Apharan,’ ‘Kehne Ko Humsafar Hain,’ ‘Home,’ ‘Gandii Baat’, ‘The Test Case’, ‘Bose: Dead or Alive’ among others which has been lauded by its audience. Established in 2007, Eko aims to enable seamless digital transactions for anybody, and from anywhere. Helming one of the largest and most efficient domestic money transfer services in the country, Eko also holds strong partnerships with banks with additional Prepaid Payment Instrument license from the RBI. With a demographic reach extending to over 150k retail stores in India, Eko will aid ALTBalaji to expand its presence by enabling easy process of selling the subscription. Merchants will have to follow a few easy steps to avail the voucher code provided on the portal giving easy access to sell ALTBalaji subscriptions.

    Speaking about the association, Nachiket Pantvaidya, CEO ALTBalaji and Group COO Balaji Telefilms said, “ALTBalaji is fuelling the growth of subscription based digital video streaming. Partnering with Eko is a way to bring the offline consumers into the online world. With ALTBalaji now being a part of their Eko Store, we are expanding our reach to a whole new audience and are excited to welcome them as a part of the ALTBalaji family.”

    Commenting on the association, Abhinav Sinha, Co-founder and COO, Eko India Financial Services said, "Eko is pleased to partner with ALTBalaji. Through this partnership, ALTBalaji has launched its brand and services on the Eko Store, which gives them access to our vast network of merchants and customers. We believe this is a perfect fit for both, our customers and ALTBalaji. At Eko, our endeavour is to take digital products to the masses and help everyone benefit from the digital economy.” 

  • ALTBalaji partners with sheroes, engages deeper with women content consumers

    ALTBalaji partners with sheroes, engages deeper with women content consumers

    National: ALTBalaji, India’s leading homegrown OTT platform, has partnered with women-only social network SHEROES, to grow its engagement with women content consumers who form 55% of its viewership. The OTT platform has always portrayed strong empowered women with female protagonists breaking barriers and setting new benchmarks in shows like DEV DD, Kehne Ko Humsafar Hain, Tests Case and Haq Se.

    Through this partnership with SHEROES, ALTBalaji aims to celebrate strong women-oriented narratives through conversations and campaigns that encourage the female audience to discover fresh, engaging content. SHEROES members will also have access to exclusive deals from the streaming platform, including discounts on ALTBalaji’s yearly subscription.

    Speaking about the partnership, Nachiket Pantvaidya, CEO ALTBalaji and Group COO Balaji Telefilms said, “ALTBalaji’s legacy of entertaining the masses through strong women-centric shows is well-known and our collaboration with SHEROES further reinforces our relationship with our audiences.  We truly believe that this partnership is an innovative opportunity, which goes beyond simple customer acquisition and aims to develop a stronger emotional connect with our audiences.”

    In addition to the integration, ALTBalaji has launched a SHEROES profile through which the platform engages with the community’s members, creating visibility for offers, promotions, new launches and triggering conversations around its programming in relevant SHEROES communities. ALTBalaji will host exciting challenges and polls and explore meaningful engagement with a growing pan-India women audience via their SHEROES profile. Also, in the pipeline are features like champions and community chats with the cast of the originals and an ALTBalaji featured community on SHEROES platform. 

    Commenting on the partnership, Sairee Chahal, Founder, CEO – SHEROES said, "ALTBalaji has been the definitive content producer resonating with the diverse aspirations and interests of 15 million SHEROES members spread across geographies. Our members engage in multiple vernacular languages, around everything from entertainment, fashion and careers to finance and health. ALTBalaji’s programming has socially relevant themes that connect to the everyday lives of the SHEROES audience.”

    Around 60% of SHEROES users come from Tier 2 and Tier 3 cities and seek programming that is relatable and diverse in its mix. The SHEROES user is smartphone savvy and engages extensively around films, web content, music and other entertainment genres on the SHEROES app. ALTBalaji offers engaging content across originals and movies as well as social initiatives that appeal to the SHEROES audience.

  • ALTBalaji creates many firsts with its marketing campaign for latest series Booo-Sabki Phategi

    ALTBalaji creates many firsts with its marketing campaign for latest series Booo-Sabki Phategi

    MUMBAI: India’s leading home-grown OTT platform, ALTBalaji has been going full throttle in marketing its latest web-series, Booo-Sabki Phategi. Starring Tusshar Kapoor, Mallika Sherawat, Krushna Abhishek, Sanjay Mishra, Kiku Sharda amongst many others, the series has been garnering a positive response ever since its announcement. The platform not only has gone all guns blazing with its promotions, but has also sketched an interesting 360- degree awareness campaign, that has grabbed eyeballs aplenty.

    Constantly in the public eye for its unique marketing campaigns, ALTBalaji, for the promotion of its latest horror comedy web-series, has associated with electronics retail store chain Vijay Sales for in-store branding of the series. The trailer of Booo-Sabki Phategi will be playing on 100 screens at each of the 80+ Vijay Sales stores across metros. This strategic alliance makes ALTBalaji the first-ever OTT platform to explore in-store branding for a web-series, creating visibility to a captive high networth audience, maximising brand recall and business ROI.  Speaking about firsts, the series became the first ever web series to be promoted on the popular ‘The Kapil Sharma Show’. With an extensive media push across mediums, the poster of the series grabbed the attention of viewers through multiple billboards placed across the metro cities.

    The campaign also included extensive television promotions tapping into the music and news genres widely. As a part of this campaign, the series pioneered unique associations with broadcast channels like India TV to catch the pulse of the Hindi heartland; 9XM music to tap into the youth-based audience. With an intent to further extend the reach of the brand-new show and engage with local audiences, ALTBalaji also roped in cable TV operators across tier 2 & 3 cities of India, to air the trailer of the web-series.

    Engaging with millennial audiences on their preferred platforms, ALTBalaji collaborated with content creators across Instagram and TikTok to drive audience engagement on funny dialogues and moments. The tactic has gone viral and is now being picked up organically by multiple influencers.

    The trailer went viral and received more than 40 million views on Instagram and an organic reach of 25 Million views on YouTube within 3 days of the launch. With continuous support from bollywood celebrities like Varun Dhawan, Aftab Shivdasani, Celina Jaitely etc, who also loved and shared the trailer.

    Within a few days of the launch fans have posted many memes for the web series which have also appeared on top meme pages like Dekh Bhai, Bcbilli, Real Shit Gyaan.
    Special quirky and humorous dialogues have been created and seeded amongst Tik Tok influencers to create a cult for ‘Booo’ dialogues.  

    Commenting on the unique marketing strategy, Divya Dixit, Sr. VP and Head Marketing, ALTBalaji says, “This is the first time, we at ALTBalaji have explored the horror comedy genre which has never been done before for an Indian web-series on the OTT space. Booo… Sabki Phategi is a series which marks its foray into a whole lot of firsts. From being a digital debut for two fine actors, like Tusshar Kapoor and Mallika Sherawat, to being the first series to integrate with ‘The Kapil Sharma Show’ and in-store branding association with Vijay Sales, it has seen it all. Ensuring it receives the required uptake from our audience, we sketched out a robust marketing strategy that penetrates masses of our country. It is good to see audiences appreciating the approach and the show.”

  • ALTBalaji direct subscriptions up by 60-70% over last quarter

    ALTBalaji direct subscriptions up by 60-70% over last quarter

    MUMBAI: Balaji Telefims’ digital venture ALTBalaji has been quickly growing its subscriber base and subscription revenue, further reinforcing the OTT sector’s belief that Indian consumers are more than ready to pay for engaging content. After three consecutive strong quarters on the digital front, the company is now set to shift gears when it comes to its content strategy. Going forward, the video streamer will lay greater emphasis on strategically acquiring direct consumers.

    “We are now at a process where we are confident that we will do about 24 to 30 shows in a year plus three categories of shows, so that is either male focus shows or female focus dramas. We are reinforcing that content strategy and our focus on international, which will be even more as we go ahead as our library builds up,” Balaji Telefilms group CEO Sunil Lulla said in an earnings call after the company announced its Q3 results.

    The Ekta Kapoor-led production house’s OTT arm boasts of 13.1 million paid subscriptions as of February, with a 2x growth in monthly active users that now stand at 4.6 million. 70 per cent of the platform's consumers have opted for a quarterly subscription.

    In addition to that, ALTBalaji has witnessed nearly 60-70 per cent growth in direct subscription numbers over the last quarter. On the back these consumers’ willingness to pay Rs 300 monthly, the OTT platform has made investments and upped marketing spends to further boost these subscriptions.

    Lulla pointed out the subscriber addition is happening at two levels – new subscribers and those returning post the churn.  Notably, Lulla had said in an earnings call after the Q1 result that about 70-80  per cent of traffic comes from telcos while the ARPU from the sector stands at around Rs 15 per month.

    The veteran media executive stated that not only have the new shows aided subscriber addition, but the old ones too make up for a good share. The overall growth in library has played a key role too, he highlighted. The management hopes to hit a tipping point in the next 12 to 18 months.

    While the group had undertaken an equity infusion of around Rs 450 crore in ALTBalaji, it has already invested Rs 350 crore of that.

    “It will be sufficient while we said that we put in Rs 350 crore. You must understand that a lot of cash that is there in production is in production contract that has been executed and they will also get accrued when they are actually put on air, if you see the two content cost across the two years that is not equal to Rs 350 crore yet,” Lulla argued when asked if the balance Rs 100 crore would be enough for the next two years.

    While the group had projected Rs 60 crore in revenue from ALTBalaji for the financial year, it has so far been able to garner Rs 28 crore. However, the number does not contain revenues from international market, which is yet to be reported. Lulla, however, admitted that the strategy for international market probably hasn’t played out the way he had expected it to.

    While TV business continues to be the highest revenue generator of Balaji Telefilms group, it hasn’t shown exponential growth. The group launched new shows in the first quarter, with TV shows already on air having hit maturity. The management now hopes to further improve the performance from this quarter to about five to ten per cent in the next and keep consolidating thereafter.

  • Manav Sethi joins Eros International as group CMO

    Manav Sethi joins Eros International as group CMO

    MUMBAI: Former ALTBalaji chief marketing officer Manav Sethi has joined content powerhouse Eros International, Indiantelevision.com has reliably learnt. In his latest gig, the senior executive has been handed the role of group chief marketing officer, reporting into CEO Eros Digital Rishika Lulla.

    Sethi joined ALTBalaji in January 2017. He created and implemented brand strategies to build awareness and loyalty of the platform.

    His experience spans over fifteen years in managing and scaling up teams across product, engineering, technology, and marketing both at national and international levels.

    Before taking up the high-profile role at ALTBalaji, he worked with ASKME.com. Sethi has also played a key role in various business verticals of Reliance Big Entertainment.

  • WITH 18 NEW ORIGINAL LAUNCHES AND NEW ASSOCIATIONS ALTBALAJI ENDS 2018 ON A HIGH NOTE

    WITH 18 NEW ORIGINAL LAUNCHES AND NEW ASSOCIATIONS ALTBALAJI ENDS 2018 ON A HIGH NOTE

    MUMBAI: ALTBalaji, one of the leading OTT platforms under the brand Balaji Telefilms Limited, has witnessed remarkable growth in 2018. With mass engaging content to the most riveting shows, the platform has emerged as the fastest growing and most talked about OTT platform in India. This year saw, the digital platform launch 18 new shows entertaining millions across the country. Awarded as the ITA Premier Web Channel award this year, ALTBalaji established its lead in the pack with the most-binged original series over the year in addition to winning other accolades. 

    While 2018 was the year of experimentation with highly-acclaimed shows like The Great Indian Dysfunctional Family (TGIDF), The Test Case and Home, ALTBalaji’s subscriber base grew pan-India with viewers enjoying a wide range of shows. Distinctive content in the series like ‘Broken but Beautiful’ and ‘Apharan’ have not only struck the right chords for their coming of age concepts but have also recorded higher viewership and top ratings of 8.8/10 and 9.2/10 on IMDb respectively. Other shows like ‘XXX: Uncensored’ and ‘KehneKoHumsafar Hain’ scored the highest completion rates. On an average, ALTBalaji’s subscribers have spent 77 minutes daily watching these shows. Shows like Home, The Test Case and TGIDF have not only won hearts of the audiences but also garnered rave reviews from the likes of Rajeev Masand, Mayank Shekhar, Rahul Desai and many more.

    Here’s are 2018’s top binge watch shows ofALTBalaji:

    Apharan: As the show title suggests, it is all about an ‘Apharan’ (kidnapping) that goes wrong. What makes this show a standout is the fact that top cop Rudra Srivastava is forced into kidnapping a girl at her own behest, and nothing goes to plan. He finds himself in a web of lies with a lot at stake. Set in the heartland of the country, the thriller truly enthralled the audience with its 70’s style masala entertainment and its upbeat retro music.
    IMDB Rating: 9.2/10

    Broken But Beautiful: When two broken hearts, Veer and Sameera are brought together by chance, sparks fly. The two get involved in a journey that requires them to accept how broken they are and how two broken pieces can probably belong together.  
    IMDB Rating: 8.8/10

    The Great Indian Dysfunctional Family: General VikramjeetRanuat looks forward to a quiet life with his family post his accident while serving at the border. However, the re-entry of his separated brother and sister-in-law into his life changes the trajectory of his plans.
    IMDB Rating: 7.6/10 

    The Test Case: Captain Shikha Sharma gears up to serve as the first female test case in combat. The series beautifully captures her struggles and challenges and encapsulates women-power in the true sense of the term.
    IMDB Rating: 8.5/10

    Home: The series is all about a beautiful family, the Sethis, who believe in loving one another dearly. However, they are faced with a mammoth challenge with they are served with an eviction notice. The heart-warming show features a man’s fight to save his own home.
    IMDB Rating: 8.5/10

    GandiiBaat: The power-packed show has it all – the crime, the twisted relationships and erotic content. The trifecta makes this show a great tale of how crossing the fine line of going to any lengths to fulfill desire comes with its own consequences.
    IMDB Rating: 5.0 /10

    Haq Se: A modern-day story that chronicles the lives of four sisters against the backdrop of theunrest in Kashmir. It is a tale of the sisters seeking happiness and fulfillment in their lives and wanting to trulyfollow their dreams and passion. This also marked the digital debute of Rajeev Khandelwal. 
    IMDB Rating: 8.3 /10

    Hum: I am because of Us: Nothing compares to you sisters always having your back and that is the bond that the three sisters share. However, their relationship is put to test when the three arrive in the burgeoning metro of Mumbai to live their passion and follow their ambitions.
    IMDB Rating: 7.6/10

    With an end to a magnificent year, ALTBalaji has a highly anticipated line-up for 2019 across diverse genres with originals like GandiiBaat 2, KehneKoHumsafar Hain 2, Cold Lassi Aur Chicken Masala, Puncchbeat, The Verdict State Vs Nanavati and Cartel. Audiences are surely going to be entertained by a content library that is not only varied but new and captivating as well.

    ALTBalaji’s original content is available in four Indian languages which includes Hindi, Tamil, Telegu and Malayalam. Additionally it is also available in Malaysia Bahasa, Indonesia Bahasa and Arabic languages. With several strategic associations, ALTBalaji’s shows can be viewed on Amazon Fire TV stick, OLA Play, LG Smart TVs using WebOS , the MI TV Patchwall in addition to the OTT services’ mobile apps and desktop platform. Viewers can also avail the app on 5 different devices in order to make it enjoyable for the entire family.
     

  • ALTBalaji introduces ‘Tyohar Entertainment Ka’ offer for festive season

    ALTBalaji introduces ‘Tyohar Entertainment Ka’ offer for festive season

    MUMBAI: OTT platform ALTBalaji has undergone a diligent expansion over the course of the year. Through clutter-breaking originals spanning genres, it has been entertaining the audiences in geographies and age-groups. Ahead of the festive season, the digital platform is now launching a consumer brand campaign called ‘Tyohar Entertainment Ka’. Under this campaign, ALTBalaji is introducing special offers for users across Delhi NCR and Pune from 21 December 2018 to 3 January 2019.

    With an eclectic library of original content, ALTBalaji has witnessed threefold increase in direct subscribers. ALTBalaji is constantly experimenting with content across genres like thriller, comedy, mystery, dark humour and romance drama by associating with the best talent from the industry. Shows like The Test Case sparked off discussions on women empowerment and their role in Indian armed forces. Through Gandii Baat- a show on urban sensual love stories, Baby Come Naa, a rib -tickling comedy and The Great Indian Dysfunctional Family, a dark comedy, the platform has proven its diversity. Its family drama HOME won accolades at various award ceremonies and was loved by the audience and media alike. Adding to this line-up has been is its recently released thriller Apharan that has been a runaway success and has kept the audiences hooked.

    ‘Tyohar Entertainment Ka’ is a 14-day campaign that will be open for audiences from the regions of Pune and Delhi NCR. The contest encourages audiences to download an annual subscription pack which is available only for Rs 300. The participant must then answer a simple question on the contest page. Each day, ALTBalaji will pick lucky winners and gratify them. Every day, 151 lucky winners receive Book My Show vouchers worth Rs 250 each; while one mega winner will go on to win an all-exclusive premium gold gift card worth Rs 10,000.

    On this initiative ALTBalaji SVP & head marketing Divya Dixit said, “ALTBalaji is a leader in creation of clutter breaking content and has the finger on the pulse of the Indian audience. Through this initiative, we intend to re-engage with our existing consumers as well as offer an opportunity to new subscribers. “Tyohar Entertainment Ka” sets the tone to celebrate our vast content library that caters to all age groups, across genres and gives our users another reason to participate and win gratification.”

  • Will leverage past successful shows and characters: ALTBalaji’s Nachiket Pantvaidya

    Will leverage past successful shows and characters: ALTBalaji’s Nachiket Pantvaidya

    MUMBAI: Ekta Kapoor-led Balaji Telefilm’s digital arm ALTBalaji wants to distinguish its service with Hindi originals targeting the mass audience with a vision to create binge viewing habit among users. Moreover, while the platform has already delivered several hit shows since launch, the OTT platform is going to leverage past hits by launching more in the future.

    “You will see that we are going to make our past hits to a greater degree going ahead. Therefore in the second half of the year you will see the second season of Kehne Ko Humsafar Hain, the third season of Karle Tu Bhi Mohabbat coming through and what essentially we are signaling is that now we have got out of the 24 shows a bunch of hits which we were going to leverage going ahead which means that we can scale up the number of episodes and we need to do lesser creative work on creating characters. So the same characters will now be in progressive storylines so that is really what we are doing in the second half of the year. We are looking at the hits that have happened in the first half,” ALTBalaji CEO Nachiket Pantvaidya commented in an earnings call.

    As the platform has emphasised for a long time, it wants to create binge-watching habit among consumers by offering exclusive shows of different lengths. While many platforms are dabbling in several languages, ALTBalaji is initially focusing on Hindi content. However, going forward it will definitely not limit the possible offering to one language or one type of content.

    In terms of target audience, the company’s strategy has always been to look at both female and male, younger and older age group and premium and mass audience. Hence, content creation initiatives revolve around targeting all the profiles. Through data streams, the company gains the insights on what is working or not. As the management said in the earnings call, at any given time period it is producing 40 shows on the floor. Currently, they have production up till next year September-October going on the floors.

    While the OTT platform is seeing growth in revenue quarter over quarter, it is coming through both B2C, B2B2C routes. 70 per cent of the revenues are coming from partner and 30 per cent from direct subscribers. The release of shows in a more regular and systematic manner has worked as a turning point for the uptake. The company has also credited the overall environment of OTT growth as another reason. “People are buying more and more into telecom internet packages and that has also fuelled the acceleration in growth because we make original Indian content and we are able to reach urban mass target audiences and that has also in a way helped us accelerate our growth,” management commented.

    Standing with 2.3 million active subscribers, ALTBalaji’s current ARPU is Rs 140 per year or about Rs 12 per month. We exited last quarter at around 5 million subscriber base. “We are exiting this quarter at around 8.5-8.7 million subscriber base,” Pantvaidya commented. According to the App Annie data, which correlates the subscription that is made on the app store both at Apple as well as Google, it is consistently in the top 5. As its subscription rate and ARPU are probably in the lowest in those top 5 ranked players, the company estimates that they are in either number one or number two position in terms of consistently paid subscribers month after month. On the back of the ever-expanding internet user base in India and the growth in the library, the company expects further revenue growth in coming quarters.