Ekta Kapoor and Gunjan Soni announced a partnership to launch five shows on YouTube targeting a new digital audience, comprising a total of 200 episodes.
India's prominent television figure, Ekta Kapoor, alongside Gunjan Soni, YouTube's Managing Director for India, has confirmed a collaboration to launch five original series exclusively on YouTube. This initiative will comprise 200 episodes and is set to roll out during the upcoming festive season. The announcement was made during an exclusive interview with Variety on September 4, 2026.
Under this partnership, Balaji Telefilms Ltd. will create original content tailored for YouTube’s platform, with Kapoor spearheading the creative direction. The specific shows included in the slate are "Haq Se" Season 2, "Phir Pyar Ki Yeh Kahani Suno," and "Kehne Ko Humsafar Hai" Season 4. The episodes will be produced in high-quality 4K resolution, reflecting Balaji's commitment to premium content.
Kapoor pointed out that Indian viewers are increasingly moving away from traditional television. She believes many seek comfort in on-demand content that suits their schedules. Her remarks underscore a broader shift in audience preferences, emphasizing the need for original series that cater to changing viewing habits. Soni confirmed this trend, stating that YouTube has become the leading streaming platform in India.
The collaboration aims to engage a demographic feeling underserved by both conventional television and niche paid apps, targeting what Kapoor describes as a "TV+ audience." This term broadly refers to viewers seeking relatable yet high-quality content that doesn't fit neatly into either extreme of mass or niche markets. By focusing on this audience segment, Balaji hopes to fill a content gap in the current entertainment landscape.
In terms of creative control, Kapoor will retain ownership of the intellectual property associated with the new shows, while YouTube will handle global distribution and monetization through advertising and brand partnerships. This arrangement empowers content creators to maintain their creative vision without ceding ownership to traditional broadcasters or platforms, an approach that Soni noted mirrors the practices of many successful YouTube creators.
While the partnership heralds a new chapter in Balaji's content strategy, Kapoor clarified that the shows will not be restructured into microdrama formats. Any short content tied to the series will act as promotional material rather than independent monetized entities. This decision reflects a focus on longer-form storytelling while also recognizing the importance of engaging audiences effectively.
This deal represents a significant move for Balaji, reflecting an evolving entertainment landscape where traditional viewing habits are shifting towards digital platforms. The partnership could inspire other production companies to explore similar deals with streaming services, potentially reshaping the future of content creation and consumption in India. As the festive season approaches, the actual series outputs will reveal the effectiveness of this innovative strategy in engaging a new generation of viewers.
For further updates on ongoing series and trends in television, check out our articles on 5 TV Show Characters That Vanished Without A Trace and Disney+ Orders The Kane Chronicles TV Series.
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