In a recent media interaction, Reliance Industries Chairman Mukesh Ambani spoke about the role of digital media in their bid to capture the Indian market. It is worth noting that Reliance Industries have bought an investment in ALTBalaji, the digital arm of Ekta Kapoor’s Balaji. With this, it makes perfect sense for Reliance to push ALTBalaji content on their Jio phones.
Reliance’s Jio turned the telecom market upside down with its ‘free’ plans. The revolutionary idea created a platform in the already saturated mobile telephony market in India. Reliance has announced their cost effective phone, that will launch sometime in August. Up until now, users who wanted to use a Jio sim card would need to buy a 4G handset, which was on the expensive side. With Reliance’s Jio handset, those prices are bound to fall.
Reliance is famous for removing the monetary aspect from owning a mobile. So, it will not be surprising if users will be able to access ALTBalaji content on their Jio phones for free –as long as they pay for data.
This also means that ALTBalaji’s content – edgy, controversial content – will be accessible to a larger population from different walks of life. This is definitely one of the greatest platform a content producer could have asked for. How ALTBalaji’s content fares with the general public remains to be seen.