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Ekta Kapoor never stops her innovative mind to create something new with entertainment. Having won the status of the most coveted producer ever in the history of Television world, she is now planning to add a new dimension to her career.

She is planning to go online to entertain the young audiences of the cyber world who spend most of their time on the digital space than on television.

Calling it Balaji Telefilms's new media strategy, Ekta Kapoor, the joint managing director, is all set to launch a fiction show online under her ALTentertainment to fulfill her long time desire.

Ekta is very optimistic about the show to go well with the youth. The name of her exclusive show is Bol Niti Bol which rallies around the story of a young girl, Niti, showing what new has happened in her life, who has she met recently, the boy she likes, her crushes, how she handles people who woo her - and everything that happens in her daily life.

The character of Niti will win the hearts of young audience and so is the concept of show as well.

You started your career with Ekta Kapoor's Telly soap 'Kasam Se'. Now OUATIM is also being produced by Ekta Kapoor. Was it like homecoming for you?
Everybody thinks that it must be like coming back home and reconnecting. Yes, that feeling was definitely there. But, at the same time, it was absolutely different experience because that team and this team are totally different. The film department is completely different from the TV department. This team (film) was alien to me. But doing this film had been one of my favourite experiences just like ROCK ON.

Your first film ROCK ON was in 2008, LIFE PARTNER released in 2009 and now OUATIM is releasing in 2010. Are you going the Aamir Khan way of doing one film in a year?
Oh my God! You can't put me in the same line, even subjectively in a sentence. ROCK ON was the best way in which I could have been launched. But after that it had to be something which I had not done before. Hence, I opted for LIFE PARTNER, which was a comedy. Now, it's OUATIM, which is based in the 70s. In between, I did not want to rush and be around because I was offered a lot of films. I did not feel it was the right thing to do. The best way was to take it slow and easy. One film decides your fate so easily. I was scared of making mistakes. That's why I took it slow. Now, that I am a part of it since the past two years, I know what I am doing. I am a lot more comfortable. I have understood the film world much better. I can take my decisions easily. Also, JOKER will be releasing before the end of the year. So, it won't be one film at a time (laughs). People shouldn't be watching me too much also.

After launching Taray Liye on Star Plus this month, Ekta Kapoor’s Balaji-Alt Entertainment is ready with an online show that’ll be streamed on YouTube. The show, called Bol Niti Bol, is a youth-oriented daily soap whose run time is not more than three minutes per episode. The production house has 70 episodes ready.

Kapoor confirms this and  says, “Uday Shankar from Star Group had once told me that broadband media will be the next big thing in entertainment. We had been working on an online show for the last couple of months. My creative team came up with the idea of Bol Niti Bol, which revolves around a young girl and her problems.”

The soap queen asserts that special care was taken to ensure that Niti didn’t come across as a typical Balaji Telefilms heroine.

“I didn’t work on the casting. It was one of my creative heads who launched the search for the apt leading lady. She ensured that she styled her differently to make her look and sound young, bright and sensible,” says Kapoor, who is the first daily soap producer to have a fiction show online.

Kapoor says it is an added advantage that Bol Niti Bol doesn’t have a fixed time slot. “Anyone anywhere can access these episodes. We haven’t done anything much in terms of fiction content for the youth. This show is on a youth platform. As a content provider, I wanted to produce material for as many different media as possible. We’ll have more such shows for sure,” states the TV show-turned-film producer.

Response Cell
Taray Liye, which marked Balaji Telefilms’ re-entry on Star Plus’ primetime slot, opened with 3.8 points. Kapoor is excited about the initial response to her new soap. “I’m happy that we opened with such a high rating. It feels great to be back on a channel that ran three of my most iconic shows — Kasauti Zindagi Kay, Kahani Ghar Ghar Kii and Kyunkii Saas Bhi Kabhi Bahu Thi — for eight years each,” she says.

Once Upon A Time in Mumbaai – Kapoor’s next film as producer – finally has a release date. “We’re opening on July 30,” she says. “The film is ready. It’s been shot at some of the finest locations in the city. Some of them still have the old-world Bombay charm. It took us a while to get the locations sorted because there were layers of permissions involved with some of them. It’s edgier than I thought it would be when I heard the script. I’m keeping my fingers and toes crossed for now.”

Muzaffarnagar, Apr 17 (PTI) Film producer Ekta Kapoor had a narrow escape when her car fell into a ditch after hitting a tree on Delhi-Hardwar national highway here.

The 34-year-old producer was on her way to Hardwar when the incident occurred last evening, police said.

The driver of her car, Radha Charan was injured in the accident. However, Kapoor continued her journey to Hardwar in another car.

Kapoor, the daughter of veteran actors Jeetendra and Shobha Kapoor, is known for producing numerous soap operas and movies.

Her most famous television ventures are 'Kyunki Saas Bhi Kabhi Bahu Thi', 'Kahaani Ghar Ghar Kii' and 'Kasautii Zindagii Kay'. She recently produced Dibakar Banerjee's 'Love, Sex Aur Dhokha'.