Balaji Telefilms is diving headfirst into the mobile entertainment wave with the launch of ‘Cutting’, a dedicated app for vertical short-form series. Aimed at India’s vast mobile user base, it offers original shows and diverse content accessible to all ages, launched officially on January 19.
The glitzy launch bash in Mumbai saw Balaji’s leadership, including Nitin Berman and Meghna Joshi, rubbing shoulders with cast members like Iqbal Khan, Sharad Malhotra, and Aishwarya Sakhuja. Kicking off with ‘Missing Priya’, the app’s programming spans long-form fiction, bingeable originals, vertical series, and lively non-fiction.
Weekly highlights include family drama ‘Sas Bahu aur Swad’ from Monday-Thursday, thriller ‘Missing Priya’ on Fridays, romantic verticals ‘Jaan Leva Ishq’ and ‘Romeo Ke Dil Mein Juliet’ on Saturdays, and candid ‘Honestly Why Not?’ on Sundays. This thoughtful lineup ensures daily doses of entertainment matched to viewer moods.
Exciting announcements tease future hits: ‘Mujhe Tu Chahiye’ with Iqbal Khan, action-packed ‘ACP Vikrant’ starring Sharad Malhotra, mystery ‘Jaffna Hills’ led by Aishwarya Sakhuja, and heartfelt ‘Ghar Tera Mera’ featuring Shahzad Sheikh. Vertical shorts will keep the momentum going.
Sanjay Dwivedi, Group CEO, declared, ‘This is our commitment to everyday entertainment through strategic content, new formats, and platform growth, building Cutting into a reliable family watch spot.’
Highlighting revenue angles, Nitin Berman noted, ‘Tailored for short-form viewing and engagement, it opens doors for brands to connect deeply with audiences, prioritizing quality for viewers and advertisers alike.’
Content chief Meghna Joshi enthused, ‘Our goal: content that slots into real life—relatable tales in family drama, originals, verticals, and non-fiction, curated for mobile users with daily variety.’
By embracing vertical videos, Cutting delivers seamless, fun mobile experiences, poised to capture the short-attention-span market and become a go-to for on-the-go entertainment.
