BOLLYWOOD GIANT YASH RAJ FILMS BETS BIG ON SHORT-FORM TV
The legendary Indian studio is pumping cash into Rusk Media to dominate the vertical video game and capture Gen Z eyeballs.
Move over, TikTok — Bollywood's heavyweight Yash Raj Films is officially betting that short-form video is the future of entertainment! According to Variety, the storied studio has invested in Rusk Media, the digital powerhouse behind the Alright! TV platform, which creates original content built specifically for Gen Z and Gen Alpha audiences.
What's the play here? Yash Raj is diving headfirst into India's booming vertical content market — think snappy, phone-friendly videos designed for how young people actually consume entertainment. The financial details are under wraps, but this move signals that even legacy Bollywood studios know the streaming game has changed.
Rusk Media's Alright! TV platform is already making waves with Gen Z audiences across India, and now they've got a major studio backing to supercharge their original content machine. It's a smart combo: Yash Raj's star power and production muscle meets Rusk's digital-native savvy.
Translation? Expect a lot more quick, snappy, thumb-stopping content hitting your phone screen soon!
Sources · Variety