Television producer Ekta Kapoor, known for her influential contributions to Indian television, ventured into launching the OTT platform ALTBalaji that primarily focused on bold and original content targeting an adult audience. Despite her parents, veteran actor Jeetendra and mother Shobha Kapoor, opposing this move out of fear that it would tarnish the family’s reputation, she decided to pursue her vision for content that engaged the youth and explored themes of crime and boldness. The launch led to significant family discord as they believed her reputation and the family name were at stake.

In a podcast interview, Ekta shared insights on the conflicts with her parents, highlighting that while they encouraged her previous successes, they were staunchly against the bold direction she wanted to take. She faced constant teasing from her parents who were worried about how the content would reflect on their family's image. Despite these challenges, Ekta felt a strong pull towards creating content that resonated with contemporary societal themes which were not traditionally embraced by the family-oriented narratives prevalent in her earlier works.

The boldness of ALTBalaji caught attention, and while it catered to a specific demographic, it was not without its consequences. In 2025, the platform faced a ban from the Indian government, which cited obscenity as the primary reason. The bold moves Ekta made in her career indicate her willingness to challenge traditional norms within the Indian entertainment industry, despite the pushback from her family, and highlight the ongoing conversation around censorship and the limits of creative expression in India.