Ekta Kapoor recently discussed the controversial content of her streaming service ALTT, revealing her initial aim to normalize sex and the subsequent challenges that led to its content becoming “not savoury,” just days before it was banned.
The Bold Vision for ALTT
Ekta Kapoor shared that when she launched ALTT, previously known as ALTBalaji, her goal was to “normalise sex for the world.” She aimed for the platform to be “risque” and proudly wear that identity on its sleeve.
This bold strategy, however, came with significant public backlash. Ekta recalled facing over 100 cases and even protests outside her home, with people throwing objects while her son was inside.
“Bad Girls Make History”
Defending her creative approach, Ekta stated her belief that “bad girls make history.” She emphasized the need to stand firm in one’s convictions, even if it garners hatred.
She clarified her stance on the subject, stating she has no issue with sex itself, but a strong problem with sexual crime. Ekta felt that a misunderstanding between the two often led to bigger societal issues.
Her vision was also about presenting women in diverse and progressive ways, challenging the idea that only traditional portrayals were acceptable. She aimed to celebrate women in various “costumes” just as much as those in sarees.
When Content Went Awry
Despite the initial progressive intent, Ekta admitted that the content direction quickly spiraled out of control. She described the impact as hitting them “like a ton of bricks,” leading to a chaotic situation.
She conceded that some of the content produced eventually became “not savoury.” Ekta even recounted her own mother questioning certain shows, which prompted her to step back from the platform’s daily operations.
Stepping Back: Current Operations
Ekta clarified the current status of ALTT, stating, “It’s owned by us but we don’t run it.” The platform is now managed by a dedicated team, keeping her at arm’s length from its day-to-day content curation.
She recalled instances even recently where she would find content not up to par. In one instance, a female head of her team opted to pull an episode because, despite being anti-rape, the way it was shot seemed to “celebrate” the act, leading to a financial loss for the company.
- Ekta Kapoor’s initial goal for ALTT was to “normalise sex” and embrace a “risque” content strategy.
- This approach led to significant public and legal backlash against her.
- She distinguished between consensual sex and sexual crime, advocating for a progressive view on women’s portrayal.
- Ekta eventually stepped back from ALTT’s daily content operations due to “not savoury” material.
- The platform is now run by a separate team, though still owned by her company.
These insights into ALTT’s journey were shared by Ekta Kapoor in an interview conducted just before the streaming service was officially banned by the Ministry of Information and Broadcasting.
