AltBalaji, the over the-top (OTT) video on demand platform has been launched by Ekta Kapoor in April, 2017. At the time of the launch, it featured five shows in Hindi and one in Tamil. Currently, there are 18 originals. Mukesh Ambani invested in Balaji Telefilms buying a stake of almost 25 percent in July, 2017. Their plan is to offer content that is neither cricket nor movies. It excludes these two popular genres. There are three buckets of content — Tenpole Properties with shows like Bose: Dead or Alive, digital shows with big TV stars like Ram Kapoor and Shakshi Tanwar in Karle Tu Bhi Mohabbat and classics like Devdas interpreted boldly. The shows are for the individual. They intend to give 150 hours of content in a year. They are waiting for their Kyunki moment for the OTT.