ALTT

ALTT was an Indian digital streaming brand operated by Balaji Telefilms. It began as ALTBalaji and launched on 16 April 2017 as the television and film company’s move into original over-the-top, or OTT, entertainment. The service was structured as a subscription video-on-demand platform, distributing internet video directly to viewers rather than relying on Balaji’s established television and theatrical channels. The platform’s initial proposition centered on Indian-language original programming, including web series, films and other on-demand video. Its stated content plans included more than 250 hours of original programming, a new show approximately each month, and a first-year pipeline of 32 shows. The catalogue also included children’s programming and urban or regional productions in languages including Hindi, Bengali, Marathi, Punjabi and Tamil. This emphasis gave the service a distinctly local positioning within an increasingly competitive Indian streaming market. ALTT was designed for broad digital access rather than a single device. Public descriptions listed support across mobile phones and tablets, desktop browsers, Chromecast, Android TV, Apple TV, Amazon Fire TV, Roku and Windows devices. The exact availability of individual interfaces and catalogue titles changed over time, and reliable public information does not establish a current subscriber count, revenue figure, market share or post-rebranding operating scale. The platform was rebranded from ALTBalaji to ALTT in 2023. The change represented a brand-identity update within Balaji Telefilms’ digital business rather than the publicly documented creation of a separate corporate owner. During its operation, the service also attracted legal and regulatory controversy over content. Complaints and cases concerned scenes in the XXX and Gandii Baat series, including allegations involving national symbols, religious figures, military personnel and the depiction of minors. Representatives associated with one dispute stated that a challenged scene had been removed. In July 2025, India’s Ministry of Information and Broadcasting included ALTT among 25 applications and platforms blocked over allegations that they carried obscene, vulgar or, in some cases, pornographic content. Balaji Telefilms subsequently replaced the service with Kutingg, described as a family-oriented streaming platform. On the available reference material, ALTT should therefore be treated as a discontinued or superseded streaming brand rather than an active standalone service. No reliable public source supplied here confirms a final subscriber base, detailed financial performance, a separate headquarters, or a current official website.

ALTT originated as ALTBalaji, the digital streaming initiative of Indian media and entertainment company Balaji Telefilms. The platform launched on 16 April 2017, marking the group’s move beyond television production and film distribution into direct-to-consumer OTT entertainment. It used a subscription video-on-demand model and was designed primarily for Indian viewers. Its programming strategy emphasized original digital series and locally produced entertainment rather than serving only as an aggregator of licensed international material. Public descriptions of the launch plan referred to more than 250 hours of original content, a target of introducing a new show each month and a first-year slate of 32 shows. The broader catalogue included children’s programming and urban regional shows in Hindi, Bengali, Marathi, Punjabi, Tamil and other languages. This multilingual approach reflected the fragmented but expanding nature of India’s streaming market. The service was made available through a wide range of interfaces, including Apple and Android phones and tablets, desktop browsers, Chromecast, Android TV, Apple TV, Amazon Fire TV, Roku and Windows devices. Availability across these interfaces positioned the platform for mobile viewing as well as connected-television consumption. Publicly available material does not provide a sufficiently reliable basis for describing its subscriber growth, revenue, profitability or market share. In 2023, ALTBalaji adopted the shorter ALTT name. The change is best understood as a rebranding of Balaji Telefilms’ streaming service; the supplied references do not establish that it became an independently owned company. The brand was also associated with legal controversies over content in series such as XXX and Gandii Baat. Reported allegations included disrespect toward national and religious symbols, treatment of army personnel and inappropriate depictions involving minors. These disputes generated complaints and legal proceedings, while representatives in one matter said that a contested scene had been taken down. In July 2025, India’s Ministry of Information and Broadcasting banned ALTT along with 24 other applications and services, citing alleged obscene, vulgar and in some cases pornographic content. Balaji Telefilms then replaced the service with Kutingg, described as family friendly. The available record therefore indicates that ALTT’s operating life ended or was superseded in 2025. Further details about the transition, the fate of the catalogue and the financial consequences are not established by the supplied sources.

• 2025

  Government blocking and replacement

  [1]ALTTen.wikipedia.org

  India blocks ALTT in July over alleged obscene content, after which Balaji Telefilms replaces it with the family-oriented Kutingg service.

• 2023

  Rebranding to ALTT

  [1]ALTTen.wikipedia.org

  The platform changes its public brand name from ALTBalaji to ALTT.

• 2017

  ALTBalaji launches

  [1]ALTTen.wikipedia.org

  Balaji Telefilms launches the subscription streaming platform on 16 April 2017 as its entry into original digital OTT entertainment.

A locally focused Indian subscription streaming service built around original OTT series, films and multilingual digital programming.

• Subscription video-on-demand · 2017

  ALTT streaming service

  The core ALTT product was an internet video service offering original web series, films, children’s programming and regional-language content. It inherited the ALTBalaji catalogue and subscription-oriented model, with access intended for mobile devices, web browsers, connected televisions, streaming hardware and Windows devices. The service was primarily aimed at Indian audiences and was later superseded by Kutingg after the 2025 government blocking action.

• 2025

  Government ban over alleged obscene content

  The Ministry of Information and Broadcasting included ALTT among 25 blocked applications and services in July 2025, citing alleged obscene, vulgar and in some cases pornographic content.

  Source

• XXX content controversy

  A first information report reportedly alleged that a scene in the ALTBalaji series XXX insulted the national emblem, Hindu religious figures and army personnel. Representatives associated with Ekta Kapoor reportedly stated that the disputed scene had been removed.

  Source

• Gandii Baat POCSO-related case

  A case was reportedly brought against Ekta Kapoor and Shobha Kapoor over alleged inappropriate scenes involving minors in an episode of Gandii Baat. The reported proceedings invoked India’s Protection of Children from Sexual Offences law.

  Source

Read more

• 2025

  Replace ALTT with KutinggStrategy

  Background

  The Indian government blocked ALTT in July 2025 over allegations concerning obscene and vulgar content.

  Action taken

  Balaji Telefilms replaced the service with Kutingg, described as a family-friendly streaming platform.

  Aftermath

  ALTT was no longer presented as the operating streaming service in the supplied reference material. The effect on subscribers, content rights and finances is not publicly established here.

  Source

• 2023

  Rebrand ALTBalaji as ALTTStrategy

  Background

  Balaji Telefilms updated the identity of its digital streaming service after operating under the ALTBalaji name since 2017.

  Action taken

  The platform adopted ALTT as its outward-facing brand name.

  Aftermath

  ALTT became the service’s public identity, although reliable public information does not quantify the commercial effect of the rebrand.

  Source

• 2025

  Balaji Telefilms replaces ALTT with Kutingg[1]ALTTen.wikipedia.org

  Product launch · Other

  Following the blocking action, Balaji Telefilms replaced the ALTT streaming service with Kutingg, presented as a family-friendly platform.

• 2023

  ALTBalaji rebrands as ALTT[1]ALTTen.wikipedia.org

  Other

  The streaming brand changed its public identity from ALTBalaji to ALTT while remaining associated with Balaji Telefilms.

• 2017

  ALTBalaji launches as Balaji Telefilms' digital streaming platform[1]ALTTen.wikipedia.org

  Product launch

  Balaji Telefilms launched ALTBalaji on 16 April 2017 as a subscription video-on-demand service focused on original Indian digital programming.

1. 1ALTTen.wikipedia.org
2. 2ALTBalaji launches monsoon special #ALTBINGEATHON campaignindiantelevision.com
3. 3ALTBalaji partners with PayPalindiantelevision.com
4. 4ALTBalaji partners with Ujjivan Small Finance Bank; offers customers significant value dealindiantelevision.com
5. 5Balaji Telefilms reports earnings for Q1FY21equitybulls.com