Yash Raj Films Invests in Rusk Media to Enter India's Vertical Content Market
By
Naman Ramachandran
Summary
Yash Raj Films (YRF), one of India's biggest Bollywood studios, has made a strategic investment in Rusk Media, the digital-first entertainment company behind the Alright! TV platform. The partnership aims to develop original IP in animation and vertical microdramas targeting Gen Z and Gen Alpha audiences, marking YRF's entry into India's growing vertical content economy. Financial terms were undisclosed.
Source
VarietyYash Raj Films Invests in Rusk Media to Enter India's Vertical Content Marketvariety.comKey quotes
· 2 pulledThe collaboration will focus on developing original IP across animation and vertical microdramas, distributed via Rusk Media's proprietary platform and its global digital channels.
The deal signals a broadening of YRF's ambitions beyond
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