Balaji Telefilms and YouTube seal digital‑first originals partnership
Balaji Telefilms and YouTube have formalised a strategic partnership to deliver a slate of digital‑first originals for global audiences, marking one of the most significant distribution moves in India’s long‑form entertainment space this year. The collaboration positions Balaji’s scripted catalogue directly on YouTube’s connected‑TV ecosystem, where the platform already leads reach across Indian living rooms.
Under the partnership, Balaji will produce five original series totalling 200 episodes, with Ekta Kapoor steering the creative vision and retaining IP ownership. YouTube will handle worldwide distribution and monetisation through ads and brand deals, giving the shows immediate access to the platform’s large connected‑TV footprint.
The slate includes returning titles such as ‘Haq Se Season 2’, ‘Phir Pyar Ki Yeh Kahani Suno’ and ‘Kehne Ko Humsafar Hai Season 4’, alongside new projects currently in development. All shows will be produced in 4K and released globally, targeting digital‑first viewers who increasingly consume long‑form content on YouTube via connected TVs.
YouTube reached 75 million people aged 18+ on connected TV in India in April 2025, and according to Comscore, holds the #1 reach across CTV screens among media platforms (May 2025). Balaji’s move places its premium storytelling directly where audiences are already gathering, strengthening its presence beyond traditional TV and subscription‑based OTT platforms.
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Commenting on the collaboration, Ekta Kapoor, Joint MD, Balaji Telefilms Ltd., said, “Every story begins with a feeling, one that has the power to touch hearts, spark memories, and bring people together. For me, storytelling has always been about creating emotional connections that stay with audiences long after the screen goes dark. As more and more viewers turn to YouTube to discover and engage with content, it presents an exciting opportunity to connect with audiences in the most innovative ways. Through this partnership with YouTube India, we’re opening a new chapter to share stories that entertain, inspire, and truly move people across the globe.”
Gunjan Soni, Managing Director, India, YouTube, added, “The future of TV has to be designed around a digital-first audience that wants the best of both worlds: high-quality shows on the biggest screen in the home, with the flexibility of on-demand. With Ekta Kapoor and her extraordinary instinct for human emotion and creative storytelling, we’re making that future possible today on YouTube. I’m excited about this partnership and how YouTube continues to unlock distribution and monetization pathways for innovative storytellers to connect with audiences on their own terms.”
Multiple originals are scheduled to roll out during the festive season, with YouTube hosting trailers, behind‑the‑scenes content and premieres on the @TheIndianKDrramas channel. The partnership signals a new phase for Balaji’s digital strategy and strengthens YouTube’s push into long‑form scripted entertainment.
