New Delhi: Balaji Telefilms has launched Kutingg, a new digital entertainment platform aimed at India’s mobile-first audiences, marking a calibrated push into short-format and appointment-based digital viewing as competition intensifies in the streaming space.
Positioned as a destination for “everyday entertainment”, Kutingg goes live with a slate of original fiction, non-fiction and vertical video formats designed for daily consumption. The platform officially launched on January 19, 2026, with a structured weekly programming lineup spanning family dramas, binge-watch originals, reality-led shows and snackable vertical series.
The initial slate includes family drama Saas Bahu aur Swaad airing on weekdays, binge original Missing Priya streaming every Friday, vertical series such as Janlewa Ishq and Romeo Ke Dil Mein Juliet on Saturdays, and non-fiction show Honestly Why Not? on Sundays.
Balaji has also lined up a strong pipeline of upcoming originals across genres, featuring established television actors, as it looks to build habitual viewing.
Management said Kutingg is being developed as a standalone digital platform under the Balaji Telefilms umbrella, with a disciplined content and monetisation strategy. The focus is on consistent engagement rather than high-budget, episodic releases, reflecting changing viewer behaviour and shorter attention spans.
The company is also positioning Kutingg as an attractive proposition for advertisers, offering high-frequency engagement and brand-safe, family-friendly content.
Balaji executives said the platform will scale steadily, balancing content investments with sustainability, as it builds a long-term digital growth engine beyond traditional television and premium OTT offerings.