Mumbai: Popular producer Ekta Kapoor turned 42 Thursday and feels that she is ageing backwards. Starting her career at the age of 17, Ekta is now making more youth-based shows on her digital platform ALTBalaji than before.
Asked if this is her way to stay relevant with time, Ekta told IANS here: “I am ageing backwards I am telling you… in my early 20s, I used to make TV series on ‘saans-bahu’ sagas, and now making so many youth shows on the digital platform. “But I think this happens because of the way the whole entertainment industry has changed, with new platforms, a mature audience and the demand for customized content.”
Ekta, known for producing iconic television shows like “Kyunki Saas Bhi Kabhi Bahu Thi” and “Kahaani Ghar Ghar Ki”, also has backed films like “Veere Di Wedding” and “Lipstick Under my Burkha” as well as web series “The Test Case”. The daughter of veteran actor Jeetendra has not only made a mark in the entertainment industry but also redefined the image of women in show business.
“Whatever I do not get to do on TV, I do on the digital platform because the audience is different, young and more receptive towards experimental content. So, I have got the opportunity to create content like ‘Haq Se’ and ‘The Test Case’,” she said.
“Digital is the medium that serves content for every age group of people with a different taste. That is how entertainment should be,” added Ekta, who is known for discovering new talents in the entertainment business. Information and Broadcasting Minister Smriti Irani was one of her best discoveries as an actress. She had played the lead role in “Kyunki Saas Bhi Kabhi Bahu Thi” almost two decades ago. Ekta shared how she goes by her instinct to give new talent a chance.
