India’s Yash Raj Films Backs Rusk Media in Vertical Entertainment Push (EXCLUSIVE)

Yash Raj Films, one of India's largest film studios, is backing Rusk Media and its Alright! TV platform—a digital-first service focused on short-form original content for Gen Z and Gen Alpha. The investment reflects how traditional Bollywood is adapting to India's fast-growing vertical video market, where mobile-optimized content is increasingly where younger audiences spend their time. According to Variety, financial terms were not disclosed.

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