TV Queen Ekta Kapoor has established herself as disruptor in the Indian television industry with "Kyunki Saas Bhi Kabhi Bahu Thi", 'Kahaani Ghar Ghar Kii", and "Naagin". He  carved her own niche in the Indian entertainment universe. The producer  is now a LinkedIn Influencer, a collective of over 500 global leaders from across geographies and fields.

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In a blog post on LinkedIn, TV Queen, who has the app ALTBalaji spoke about scripting India's new content chapter, read a statement. She said, "I want to create a homegrown app that competes with international standards, and gets India to watch local content out of its traditional TV form. It's an ambition. I could fall flat on my face and it's clearly a bit delusional because they're so big it's not even possible to fight.

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The producer further added, "So, I don't want to fight, (but) I definitely want to find my space in the world of content. This has given me a competitive edge. The ability to tell stories that I couldn't tell on TV or in films. And some amount of enjoyment. I like the game when it's tough."

The producer said,  "There's no secret sauce. I think there's nothing like a rural market. I think there is India, there is a very exposed India, and there is a not very exposed India. And you're giving them a taste of what they will find aspirational.”