New Delhi, April 1 -- In 2017, having just launched her streaming platform ALTBalaji (later renamed ALTT) to compete with the likes of Netflix and Prime Video, Balaji Telefilms Ltd founder and joint managing director Ektaa R. Kapoor had referred to digital as her favourite medium.

"I feel audiences' tastes have changed. People who started watching television in 2000 are done now. On TV, unfortunately, I have to create for the masses and have to have the whole world like it. And I've done it for too long," she had told Mint. "So, maybe, a bit of stagnation has set in. Movies work too much on economics, creativity takes a back seat. Here, (on digital) I can do what I want."

That statement did not age well. Nine years later, ALTBalaji is n...