Balaji Telefilms has launched its new digital entertainment app ‘Kutingg’, marking the company’s next phase in the streaming space. The app has been positioned as a family-first platform that has brought together a wide slate of fiction and non-fiction content designed for evolving viewing habits.
The launch has reflected Balaji’s focus on mobile-first audiences, with content spanning drama, mini-series, reality formats, talk shows, films, and snackable short-form entertainment. The platform has also embraced vertical video formats along with traditional storytelling to keep pace with shifting digital consumption patterns.
Programming has been curated under segments such as 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).
Sanjay Dwivedi, Group CEO and Group CFO, Balaji Telefilms, 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, 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.”
