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Balaji Telefilms is ramping up its digital video businesses as the screen time of Indians grew significantly last year. In an exchange filing, the Media & Entertainment firm said it will be focusing on both Subscription Video on Demand (SVOD) as well as Advertising-based Video on Demand (AVOD), to increase its subscriber base and revenue. 


According to a report by Ernst & Young, Indians spent more than 1.1 trillion hours on digital platforms in 2024. As smartphone penetration continues, the video viewers are estimated to cross 625 million by 2027. 


Aligning with increased viewership on digital platforms, Balaji Telefilms launched 'Kutingg', a vertical short episode-based content in May this year.

Further, Balaji Telefilms mentioned that it will be elevating its YouTube content and accelerate content generation for its streaming platforms, including ETV and Aha. Also, the media company is leveraging an advertising program on behalf of corporations to boost revenue.

<a href="https://cms.storyboard18.com/how-it-works/bse-nse-approves-balaji-telefilms-merger-scheme-nclt-approval-awaits-52387.html">BSE, NSE approves Balaji Telefilms merger scheme; NCLT approval awaits</a>

Balaji Telefilms registered a net profit of Rs 84.6 crore in the fiscal year 2025--an increase of 336% year-on-year (Rs 19.4 crore). However, the company's total income from operations declined to Rs 453 crore in FY25 compared to Rs 625 crore in FY24.


While Balaji Telefilms admitted that it has a strong pipeline of TV shows and movies in the current fiscal year 2026, it is reintroducing its flagship show 'Kyuki Saas Bhi Kabh Bahu Thi' on Jio-Hotstar.

The company said its five shows contributed to 733.40 hours of production in FY25. However, the revenue per hour reduced to 29 lakh in FY25 from Rs 31 lakh in FY24.

<a href="https://cms.storyboard18.com/television/balajis-consolidated-revenue-at-rs-625-crore-digital-business-turns-cash-positive-33298.html">ITC, Prataap Snacks, PepsiCo, Balaji Wafers, under DGGI scanner for alleged tax evasion: Report</a>

The company has aimed to ramp up its movie business across genres and is heavily leveraging its existing shows.  In FY25, the company amalgamated ALT and MFPL with Balaji Telefilms to improve operational efficiencies and bolster the market dominance. 

India's media & entertainment sector is set to grow at 10% CAGR, hitting Rs 3.08 trillion by 2026. The revenue from subscriptions for OTT video platforms is expected to grow from $0.88 billion in 2023 to $1.2 billion in 2026. Overall, the OTT segment is likely to grow at a CAGR of 14.1% to Rs 21,032 crore in 2026.

Balaji Telefilms bets big on OTT, YouTube to drive growth amid rising screen time

Home-grown conglomerate ITC has assigned its media and digital planning and buying duties to IPG Mediabrands. An agency executive has confirmed the development to Storyboard18.

A multi-agency pitch was called earlier this year. As part of the pitch, agencies had to present media handling and media buying strategies for television, print, outdoor, and digital. The Rs 600 crore-plus business has moved from GroupM’s Wavemaker. Wavemarker had been handling ITC’s media account since 2017. Madison, OMD, Publicis India are the other agencies that pitched for the account.

The Kolkata-based company owns multiple brands across its packaged foods, personal care, stationery, lifestyle retailing and safety matches and incense sticks categories. Brands like Aashirvaad, Bingo, Sunfeast, Engage, Fiama Di Wills, Vivel, Candyman, Yippee noodles, among others, are in ITC’s kitty.

The company is betting big on digital advertising innovation. Earlier this year, ITC’s Fabelle made its debut in the metaverse by being a part of two weddings hosted on the Yug Metaverse and the TardiVerse (metaverse wedding partner - CoinSwitch Kuber) platforms.


ITC reported an 11.8 percent year-on-year (YoY) jump in net profit at Rs 4,191 crore for the fourth quarter ended March 31 due to strong growth across all operating segments. Consolidated revenue rose 15.3 percent on year to Rs 17,754 crore. Revenue from the cigarette business grew 9.96 percent while non-cigarette FMCG revenue was up 12.32 percent.

The company is also investing in the direct-to-consumer (D2C) segment to diversify its portfolios. In 2021, ITC picked a 16 percent stake in online-first mother and baby care Mother Sparsh brand for Rs 20 crore. In May this year, ITC acquired a 10.07 percent stake in Blupin Technologies Pvt. Ltd, the company behind D2C brand Mylo, for up to Rs 39.34 crore.

According to reports, by bringing on board these brands, the company plans to fill the gap between more mass market brands - that Indian packaged goods firms have spent years building - and premium goods.

MEDIABRANDS