New Delhi: Ekta Kapoor’s Balaji Telefilms and YouTube have come together in a strategic partnership that pairs world-class storytelling with unmatched digital reach, bringing audience-first, premium content experiences to viewers across the globe.
The partnership will see the launch of a slate of five original shows, spanning 200 episodes, on YouTube, designed for today’s digital-first viewers.
While Ekta Kapoor will lead the creative vision and own the intellectual property, YouTube will provide global distribution and monetization pathways through ads and brand deals. With a diverse slate of originals spanning beloved returning titles and fresh narratives, the upcoming shows will include Haq Se Season 2, Phir Pyar Ki Yeh Kahani Suno, Kehne Ko Humsafar Hai Season 4, and other projects currently under development.
Produced in stunning 4K, these digital-first, TV-scale shows will be available globally. As Indian families increasingly bring YouTube back to the living room, YouTube reached over 75M people in India ages 18+ on Connected TV (CTV) in April 2025, and according to Comscore, holds the #1 reach across CTV screens in India amongst media (May 2025). By launching natively on YouTube, Balaji is bringing high-production storytelling directly to where living room audiences are already gathered.
Ekta Kapoor, Joint MD, Balaji Telefilms Ltd., 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 monetization pathways for innovative storytellers to connect with audiences on their own terms.”
