Two motorized winches rotate the balloon on:
See also the design where (reverse action) the rotation of the balloon acts the generator (like that I propose) on Magenn - Engineering / Crosswind Kites / Planes - AWESystems Forum.
The balloon-based device would generate tension by drag and by lift (Magnus effect) forces, plus aerostatic force.
Indeed the non-separation of device for tension and device for rope-drive transmission can perhaps be an issue. Experiments would be required to see if the transmission works well and is smooth enough.