Producer Ektaa Kapoor recently opened up about the opposition she faced from her parents when she launched the OTT platform ALTT (formerly ALTBalaji), which was known for hosting bold and adult-oriented content. The platform had initially generated significant attention for targeting an 18+ audience with original shows exploring themes such as crime, youth culture and sexuality. However, it later ran into controversy and was banned by the Government of India in 2025 over allegations of streaming obscene and vulgar content that did not comply with legal guidelines.
During a recent interaction with Usha Kakade Productions, Kapoor revealed that both her parents — veteran actor Jeetendra and producer Shobha Kapoor — were strongly against the idea of launching the platform.
“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,” she said.
Kapoor further recalled that her parents would repeatedly urge her to shut the platform down and often taunted her about the decision. “They would target four taunts at me as I refused to get marriage 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,” she added.
In 2025, the Ministry of Information and Broadcasting blacklisted ALTT along with several other OTT websites, including ULLU, Desiflix and Big Shots, citing the streaming of objectionable content. Following the reports, Kapoor issued a clarification stating that she and her mother were no longer associated with ALTT. Both had stepped down from their roles in June 2021.
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