Producer Ekta Kapoor who craved her own niche in the Indian entertainment universe, says in current times when multi-million screens have opened up the scope to cater polarized tastes”
Ekta Kapoor who disrupted in the Indian television industry with “Kyunki Saas Bhi Kabhi Bahu Thi”, “Kahaani Ghar Ghar Kii”, and “Naagin” is now a LinkedIn Influencer. Ekta has the app ALT Balaji spoke about scripting India’s new content chapter.
She said that, “I want to create a homegrown app that competes with international standards, and gets India to watch local content out of its traditional TV form. It’s an ambition. I could fall flat on my face and it’s clearly a bit delusional because they’re so big it’s not even possible to fight.
“So, I don’t want to fight, I definitely want to find my space in the world of content. This has given me a competitive edge. The ability to tell stories that I couldn’t tell on TV or in films. And some amount of enjoyment. I like the game when it’s tough.”
With a two decade long bold and enterprising journey in the entertainment industry. Ekta has a grip of the needs of the audience today.
On understanding the taste of the audience, she said, “There’s no secret sauce. I think there’s nothing like a rural market. I think there is India, there is a very exposed India, and there is a not very exposed India. And you’re giving them a taste of what they will find aspirational.
He further says, “Like it is very simple. I keep a lot of lights, a lot of red, a lot of tradition, a lot of drama, because that appeals to mass India. I may not watch it, but I have that much respect, and if it does work, you slowly come to know your audience through your job.