Balaji Telefilms is set to transform mobile viewing with ‘Cutting’, a vertical video app launching short series for every Indian household. Post its January 19 debut, it features originals like ‘Missing Priya’ and a rich variety of fiction/non-fiction, optimized for seamless phone consumption.
Mumbai’s launch drew crowds with Balaji’s Nitin Berman, Meghna Joshi, and celebs Iqbal Khan, Sharad Malhotra, Shahzad Sheikh, and Aishwarya Sakhuja. Weekly programming caters to all: ‘Sas Bahu aur Swad’ weekdays, ‘Missing Priya’ Fridays, dual vertical series Saturdays (‘Jaan Leva Ishq’, ‘Romeo Ke Dil Mein Juliet’), and ‘Honestly Why Not?’ Sundays.
Future slate excites: romantic ‘Mujhe Tu Chahiye’, cop drama ‘ACP Vikrant’, suspenseful ‘Jaffna Hills’, and family saga ‘Ghar Tera Mera’, alongside more vertical gems.
Sanjay Dwivedi affirmed, ‘Cutting strengthens our digital presence with accessible content, strategic planning, fresh formats, and growth focus—destined as prime family entertainment.’
On monetization, Nitin Berman said, ‘Aligned with viewing patterns—quick watches, routine engagement, prime-time slots—it empowers brands to engage vibrant audiences dynamically.’
Meghna Joshi revealed, ‘We’ve built effortless, relatable content: dramas, originals, shorts, reality—mobile-optimized for daily mood-based viewing.’
The vertical video edge makes Cutting ideal for portable fun, filling a niche for quick, quality entertainment. Balaji’s vision promises sustained innovation, positioning the app as essential for modern viewers seeking constant, family-safe thrills.