Balaji Telefilms, YouTube join hands for 200-episode premium slate as scripted content finds new digital route

Balaji Telefilms has partnered with YouTube to launch five premium original shows comprising 200 episodes, in a move that brings an established television production house into a new digital-first model while allowing it to retain ownership of its intellectual property.

Under the strategic partnership, Ekta Kapoor will lead the creative vision and own the intellectual property, while YouTube will provide global distribution and monetisation pathways through advertising and brand deals.

The slate will include returning titles as well as new narratives, with Haq Se Season 2, Phir Pyar Ki Yeh Kahani Suno and Kehne Ko Humsafar Hai Season 4 among the projects announced. Other shows are currently under development.


The digital-first, TV-scale shows will be produced in 4K and made available globally on YouTube. The partnership comes as the platform increasingly expands its role in long-form entertainment and connected-TV viewing, beyond its traditional association with user-generated and digital-first content.

According to figures cited by YouTube, the platform reached more than 75 million people aged 18 and above in India on connected TV in April 2025. YouTube also cited Comscore data showing that it held the number one reach across connected-TV screens in India among media platforms in May 2025.

For Balaji, the arrangement offers a model in which the production house retains its creative control and IP while accessing YouTube's global distribution and advertising ecosystem. It also reflects the growing convergence between traditional television-scale production and digital distribution.

Commenting on the collaboration, Ekta Kapoor, Joint MD, Balaji Telefilms, said, "Every story begins with a feeling, one that has the power to touch hearts, spark memories, and bring people together. For me, storytelling has always been about creating emotional connections that stay with audiences long after the screen goes dark. As more and more viewers turn to YouTube to discover and engage with content, it presents an exciting opportunity to connect with audiences in the most innovative ways. Through this partnership with YouTube India, we're opening a new chapter to share stories that entertain, inspire, and truly move people across the globe.”

Gunjan Soni, Managing Director - India, YouTube, said, “The future of TV has to be designed around a digital-first audience that wants the best of both worlds: high-quality shows on the biggest screen in the home, with the flexibility of on-demand. With Ekta Kapoor and her extraordinary instinct for human emotion and creative storytelling, we’re making that future possible today on YouTube. I’m excited about this partnership and how YouTube continues to unlock distribution and monetisation pathways for innovative storytellers to connect with audiences on their own terms."

Multiple originals are expected to roll out during the festive season. The companies said the partnership marks the beginning of a new chapter in digital storytelling, with viewers able to follow updates, trailers and premieres through YouTube.