The Indian entertainment giant, Balaji Telefilms, has officially stepped into the digital short-form arena with the launch of its newest venture, ‘Cutting.’ Unveiled on January 19, this innovative app is tailored specifically for the mobile-first Indian viewer, offering a curated mix of original series, family dramas, and non-fiction content in a convenient vertical video format.
Unlike traditional streaming services that rely on landscape viewing, ‘Cutting’ leverages the vertical video trend, making it seamless to watch content while scrolling on a smartphone. The platform aims to be a “one-stop destination for family entertainment,” featuring a disciplined weekly programming schedule designed to match viewers’ evolving moods and busy lifestyles.
A Diverse Content Slate
The launch lineup is robust, featuring a blend of long-form fiction, binge-worthy originals, and engaging vertical series. The weekly schedule ensures there is something for everyone, every day of the week:
- Monday to Thursday: Saas Bahu aur Swaad (Family Drama)
- Friday: Missing Priya (Cutting Original Binge Show)
- Saturday: Jaan Lewa Ishq and Romeo Ke Dil Mein Juliet (Vertical Series)
- Sunday: Honestly Why Not? (Non-Fiction)
Star-Studded Launch and Upcoming Projects
The launch event was attended by key leadership figures, including Group CEO & CFO Sanjay Dwivedi, Group CRO Nitin Barman, and Head of Content Meghna Joshi. They were joined by the original cast of the platform’s flagship shows, including Iqbal Khan, Sharad Malhotra, Abigail Pandey, Shahzad Sheikh, Chahat Pandey, and Aishwarya Sakhuja.
The platform is already lining up a fresh wave of originals set to premiere soon. These include Mujhe Tu Chahiye (starring Iqbal Khan and Mansi Scott), ACP Vikrant (starring Sharad Malhotra and Vinay Anand), Jaffna Hills (starring Aishwarya Sakhuja and Siddharth Bhardwaj), and Ghar Tera Mera (starring Karishma Sawant and Shahzad Sheikh).
Strategic Vision for the Digital Era
Leadership at Balaji Telefilms views ‘Cutting’ as a pivotal move in their digital evolution. Sanjay Dwivedi emphasized the platform’s commitment to a disciplined content strategy, aiming to build a trusted, family-friendly destination that offers easy access and consistent availability.
Nitin Barman, Group CRO, highlighted the commercial potential, noting that the content is designed around actual viewing habits—short bursts and daily engagement—providing brands with unique opportunities to connect with active viewers. Meghna Joshi, Head of Content, reiterated that the goal is to create hassle-free, familiar content that fits easily into everyday life, specifically designed for the mobile generation.
With its focus on vertical video and daily engagement, ‘Cutting’ is poised to disrupt the Indian OTT landscape, offering a fresh, accessible alternative to traditional streaming giants.
