Balaji Telefilm’s video streaming service is now live on Amazon’s Fire TV Stick. This is the second cross-platform tie up from ALT Balaji after it’s launch in February; the app is also available on Ola’s in-cab entertainment service. The streaming service will be offered to Fire TV Stick users at a lower introductory price when users opt for yearly subscription packs. Note that ALT Balaji already claims to have more than 3 million downloads and is present in 75 countries. With Amazon Fire TV integration, the app will now be available to all countries that Amazon operates in.

Amazon’s Fire TV Stick, on the other hand, was launched in April this year in India, with support for video and music streaming apps like Netflix, Hotstar, Eros Now, Gaana, VOOT, Sony LIV, Spuul, nexGTV and Ditto TV. It is also important to note that Amazon competes with these services with its Prime Video service, which is also live in India. Fire TV Stick is a media streaming device which looks to compete with Google’s Chromecast in India, although both devices function differently.

ALT Balaji’s focus on original content

While launching the app, the company presented 5 original shows including DEV DD, Romil, and Jugal, Once Upon A Night, Boygiri and Maya Thirrai (Tamil). These shows have a mix of new and old artists, directors, actors, etc., including names like Nagesh Kukunoor, Juhi Chawla, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, among others.

ALT Balaji’s partnerships

The company has entered into multiple partnerships with smartphone manufacturers, mobile wallets, and other tech companies to tap into new users. It has partners like Microsoft, Apple, Google, YouTube, and the Airtel Payments Bank (for payments). It also partnered with PayPal for international payments, and with domestic payments company PayU for UPI.