Ekta Kapoor, Joint MD and Creative Director of Balaji Telefilms, which going to formally launch the Alt Balaji app very soon, is looking at the digital medium for a different kind of storytelling. Asked at FICCI Frames about what changes for her as a storyteller with the digital medium, she said highlighted the differences between films, TV and digital as media to create content for: "These are three different mediums that cater to the same women in three different ways. We all have a family face, the outside world face and an individual 'us' face. TV is about the family face. It's the one medium that your family watches together. It's a 5 people medium. Films used to be communal viewing, it's content you view with 300 people, with 300 people in front of a screen." "Digital is about the content you consume alone. It directly talks to you. At a time of polarized views, while everyone has individualistic taste, this medium gives you a chance to watch what you want to watch. Clearly, for me it will be about addressing stories that I couldn't say (on TV). You can't bring too many radical views on television. You have to think of the economics of films. This caters to a larger sense of audience and each show can cater to a smaller audience, and yet manage to hold your interest. We probably want to cater to the polarized face now." A few things to think about here: - Digital is…
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