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

By Naman Ramachandran

Naman Ramachandran

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Yash Raj Films has made a strategic investment in Rusk Media, the digital-first entertainment company behind the Alright! TV platform that specializes in original content for Gen Z and Gen Alpha audiences, as the Bollywood major moves to establish a foothold in India’s fast-growing vertical content economy.

Financial terms were not disclosed. The collaboration will focus on developing original IP across animation and vertical microdramas, distributed via Rusk Media’s proprietary platform and its global digital channels.

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