In a move to dominate mobile streaming, Balaji Telefilms has rolled out ‘Cutting’, an app revolutionizing entertainment with vertical video series. Perfectly suited for India’s on-the-move viewers, it blends originals like ‘Missing Priya’ with fiction and non-fiction across genres, ensuring broad appeal.
The January 19 launch event was a star-studded affair, attended by execs Nitin Berman and Meghna Joshi, and actors including Iqbal Khan, Sharad Malhotra, Abigail Pande, and more. As a one-stop family entertainment source, Cutting’s weekly curation promises fresh content daily.
Tune in Monday-Thursday for ‘Sas Bahu aur Swad’s’ dramatic twists, Friday binges with ‘Missing Priya’, Saturday vertical romances ‘Jaan Leva Ishq’ and ‘Romeo Ke Dil Mein Juliet’, and Sunday’s ‘Honestly Why Not?’ for real-talk fun.
The pipeline brims with promise: ‘Mujhe Tu Chahiye’ (Iqbal Khan, Mansi Scott), ‘ACP Vikrant’ (Sharad Malhotra, Vinay Anand), ‘Jaffna Hills’ (Aishwarya Sakhuja, Siddharth Bhardwaj), ‘Ghar Tera Mera’ (Karishma Sawant, Shahzad Sheikh), plus upcoming verticals.
‘Cutting is a pivotal digital stride,’ said Sanjay Dwivedi. ‘We deliver easy, steady content via disciplined strategies and innovative formats, aiming for a sustainable, family-friendly platform.’
Nitin Berman elaborated on viewer habits: ‘Short bursts and daily hooks create brand opportunities in diverse formats, with focus on high-quality value for all stakeholders.’
Meghna Joshi on content strategy: ‘Stories that fit everyday life—engaging family dramas, bingeables, verticals, and non-fiction for mobile audiences, ensuring week-long entertainment tailored to moods.’
Vertical format shines on mobiles, offering effortless, engaging views. This launch signals Balaji’s aggressive push into short-form digital, set to reshape how families consume content across India.