Indian content creators are building and monetizing their own intellectual property. YouTube is emerging as a key destination for premium, long-form original shows. Balaji Telefilms partnered with YouTube for five fiction shows, retaining IP ownership. This shift addresses a gap between linear television and premium subscription platforms. Connected TV viewing is creating new opportunities for diverse content across verticals.

Balaji Telefilms has partnered with YouTube to launch five premium original shows spanning 200 episodes. Ekta Kapoor will lead the creative vision and retain intellectual property…

Ekta Kapoor and YouTube India's Gunjan Soni on how their five-show, 200-episode deal targets a new digital TV+ audience.