'We had a lot of fights..': Ektaa Kapoor REVEALS parents Jeetendra & Shoba Kapoor were AGAINST 'ALTT app'

Producer and television creator Ekta Kapoor has often been known for experimenting with different kinds of storytelling, from family dramas on television to digital series aimed at younger audiences. Over the years she has played a major role in shaping the Indian television industry and later expanded her creative ambitions to the digital space. One of her boldest ventures in that direction was the launch of an OTT platform called ALTT, which was earlier known as ALTBalaji. The platform focused on original shows that explored adult themes and edgy narratives, something that marked a shift from the traditional family oriented content she had long been associated with.

However, the journey of the platform was far from smooth. In 2025, the Government of India took action against several streaming websites for allegedly hosting content that violated existing regulations. As part of that decision, ALTT was banned along with multiple other digital platforms. The ban effectively brought the operations of the service to a halt and sparked fresh conversations about content regulation in the rapidly expanding OTT industry.

In a recent conversation at an event hosted by Usha Kakade Productions, Ekta opened up about the resistance she faced even before the platform was launched. She revealed that her own parents had strong reservations about the idea. Her father, veteran actor Jeetendra, and her mother Shobha Kapoor were reportedly worried about how such a venture might affect the family’s reputation in the film and television world. According to Ekta, the nature of the content being planned for the platform made them uneasy from the very beginning.

Speaking about the situation, Ekta shared, “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 fights 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 also described how the disagreements at home became a regular occurrence after she decided to move ahead with the idea. “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 when it came to this thing.”

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 fights 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 Kapoor

When the government order was issued in 2025, ALTT was among twenty five streaming services that were blocked for hosting material that authorities described as obscene and vulgar. The Ministry of Information and Broadcasting stated that the platforms had failed to comply with legal and regulatory standards that apply to digital content in the country. Other websites affected by the same decision included ULLU, Desiflix, and Big Shots, among several others.

The episode remains one of the most discussed moments in the evolution of India’s digital entertainment space, highlighting both the risks and the controversies that can accompany experimentation in the OTT era.