The story of the evolution of Indian satellite television would well be incomplete without Ekta Kapoor. Over the past two decades, the producer has dominated the telly world with her great Indian dramas that range from saas-bahu soaps to implausible stories about shape-shifting serpents. In contrast, her digital platform ALTBalaji had a slow start in 2017. Three years and over 60 original titles later, Kapoor claims that the OTT boom during the lockdown has given a boost to the platform.

"India's tier 2 and 3 towns have seen an upswing of Internet users that has been beneficial to all OTT platforms. We saw a lot of women from smaller towns subscribing to our platform; it also led to more time spent by our viewers. The growing demand for new seasons of the popular shows, including Baarish and Kehne Ko Humsafar Hain, have added to the brand's popularity," states Kapoor.