Mumbai’s entertainment scene is getting a fresh boost with Balaji Telefilms unveiling ‘Cutting’, a revolutionary app tailored for India’s mobile-savvy audience. Designed exclusively for vertical video formats, this platform promises bite-sized series and original content that fits perfectly into busy lifestyles.
The launch event buzzed with excitement, drawing top executives like Group CRO Nitin Berman and Head of Content Meghna Joshi, alongside stars such as Iqbal Khan, Sharad Malhotra, Abigail Pande, Shahzad Sheikh, Chaahat Pande, and Aishwarya Sakhuja. ‘Missing Priya’, the flagship original show, headlines the lineup, joined by a diverse mix of fiction and non-fiction offerings across genres.
Cutting positions itself as the ultimate family entertainment hub, rolling out a meticulously curated weekly schedule. From Monday to Thursday, catch ‘Sas Bahu aur Swad’ for family drama thrills. Fridays bring the binge-worthy ‘Missing Priya’, Saturdays feature vertical series like ‘Jaan Leva Ishq’ and ‘Romeo Ke Dil Mein Juliet’, while Sundays wrap up with the fun non-fiction ‘Honestly Why Not?’.
Looking ahead, Balaji has announced a slew of upcoming originals: ‘Mujhe Tu Chahiye’ starring Iqbal Khan and Mansi Scott, ‘ACP Vikrant’ with Sharad Malhotra and Vinay Anand, ‘Jaffna Hills’ featuring Aishwarya Sakhuja and Siddharth Bhardwaj, and ‘Ghar Tera Mera’ with Karishma Sawant and Shahzad Sheikh. More vertical shows are in the pipeline to keep viewers hooked.
Group CEO and CFO Sanjay Dwivedi emphasized, ‘Cutting marks a bold step in our digital journey, delivering content that’s accessible and consistent. We’re committed to disciplined strategies, innovative formats, and sustainable growth to make it a trusted family destination.’
Nitin Berman added, ‘Our slate caters to real viewing habits—short bursts, daily engagement, and appointment viewing—offering brands meaningful connections with active audiences.’
Meghna Joshi shared, ‘We’ve crafted stories that seamlessly blend into daily life: familiar, engaging, and hassle-free. This mix of family dramas, originals, vertical formats, and non-fiction ensures mood-matching entertainment every day for mobile-first viewers.’
With its vertical video focus, Cutting enhances mobile viewing, making entertainment more immersive and convenient. As it gains traction post its January 19 official launch, expect this platform to redefine short-form content in India.