ALTT has introduced ‘Kutingg’, a new vertical video content segment designed exclusively for mobile-first audiences. It will offer original stories shot entirely in vertical format, optimised for immersive smartphone viewing. Kutingg is set to offer shorter, sharper, and more immersive storytelling, catering to young India’s fast-paced lifestyle.
The new segment will launch with a diverse lineup of short-format originals across genres such as romance, thrillers, slice-of-life, youth and campus dramas, and relationship-driven stories. Each narrative is designed to provide an engaging, bite-sized viewing experience, ideal for today’s time-constrained audience.
In addition to content innovation, Kutingg opens up creative possibilities for emerging writers and filmmakers, offering a new canvas to experiment with structure and style in the vertical format.
Commenting on the launch, Nitin Burman, Group Chief Revenue Officer (CRO), Balaji Telefilms, said, “We’ve always been at the forefront of innovation, and with ‘Kutingg’, we’re introducing a new storytelling format that offers an intimate and engaging viewer experience. This mobile-first, vertical format is designed to meet the evolving viewing habits of today’s audience. Kutingg breaks traditional screen boundaries and represents the future of content—snackable, striking, and personal. Our vision with Kutingg is to redefine how stories are consumed, offering an immersive, flexible viewing experience that aligns with the fast-paced, on-the-go lifestyles of young India. We’re proud to be pioneers in leading this change.”
