Producer Ektaa Kapoor grabbed attention when she launched the OTT platform ALTT, earlier known as ALTBalaji, which focused on bold and adult-oriented original content. However, the platform later landed in controversy and was banned by the Government of India in 2025 over allegations of obscene material. In a recent conversation, Ektaa revealed that her parents, veteran actor Jeetendra and her mother Shobha Kapoor, had strongly opposed her decision to launch the platform, fearing it could harm the family’s reputation.Speaking on Usha Kakade Productions, she recalled the disagreements at home, saying, “My mom and dad did not want me to start the ALTT. They thought that since I am a Padma Shri recipient and I have an image in the industry, I should not start an app of bold content. We had a lot of fight in our house regarding this, but I thought that since I have done a lot of family content, I should do different content which involves youth, crime, bold, something that works on every platform. So I started it, but I did not get any support from my house.”
Ektaa further shared that her parents constantly criticised her decision and urged her to shut the platform down. She said, “They would target four taunts at me as I refused to get married but in this case I had to hear 100 taunts. From the morning they would start telling me to close the platform – Band kar Do, band kar do. Eventually me and my mom resigned, but I got maximum taunts for this and my dad and mom became my saas (mother-in-law) when it came to this thing.”In 2025, the Centre banned ALTT for allegedly streaming content considered “obscene and vulgar” that violated regulations. Through a notification, the Ministry of Information and Broadcasting also blocked several other OTT platforms, including ULLU, Desiflix and Big Shots.Following the ban, Ektaa released a clarification stating that she currently runs Balaji Telefilms and had already stepped down from ALTT years earlier. A part of the statement had read, “Media reports have been in circulation about ALTT being disabled by the authorities, however, contrary to such reports, Ms. Ekta Kapoor and Mrs. Shobha Kapoor are not associated in any capacity whatsoever with ALTT and they had stepped down from their association with ALTT way back in June 2021. Any insinuation contrary to the above facts is strongly denied and media is requested to report the accurate facts.”When the platform was originally launched, Ektaa had spoken about its vision during an exclusive conversation with SCREEN. She had said, “I don’t know if I will call it progressive, but individualistic content. This is your mobile, it is your choice. See what you want to watch. I was actually shocked with the response ALTBalaji got. I am getting some of my old favourite actors back on it.”
