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Tag: Atrangii

  • Atrangii hires veteran producer to spearhead content blitz

    Atrangii hires veteran producer to spearhead content blitz

    MUMBAI: Atrangii and Hari Om OTT have recruited  Vidyuth Bhandary as executive vice-president for content and studios, as the streaming platforms gear up for an aggressive expansion push.

    The appointment brings nearly three decades of media muscle to the homegrown platforms. Bhandary previously ran studios at Dice Media, where he masterminded OTT content development and production. His cv spans heavyweight roles at Times Internet/MX Media, FremantleMedia, Star India and Big FM, with credits including top-rated international format shows and blockbuster Indian streaming content.

    In his new perch, Bhandary will commandeer content teams across both platforms whilst heading up their newly-minted studio division. His brief includes turbo-charging Atrangii’s fiction and non-fiction pipeline and crafting devotional stories for Hari Om. The studio arm will churn out original intellectual property for third-party OTT services, television and films.

    “We’re in a phase of aggressive growth, expanding our footprint and cementing our leadership,” said Vibhu Agarwal, founder of both platforms. “Vidyuth’s appointment is a key step—his experience will help strengthen our in-house content engine and accelerate our plans to build a world-class studio ecosystem.”
    The hire signals Atrangii’s intent to muscle in on India’s crowded streaming battleground. Bhandary pledged to forge fresh content partnerships whilst building “a multi-year roadmap” for both domestic and international markets.

    “My goal is to help build a strong in-house content slate, while also developing a full-fledged studio setup,” he said. “I look forward to expanding into new markets, genres and achieving the vision set by the management.”
    The move underscores how Indian streaming services are doubling down on original content to differentiate themselves in an increasingly saturated market.

  • Atrangii gets Fast and furious on smart TVs with Amagi in the driver’s seat

    Atrangii gets Fast and furious on smart TVs with Amagi in the driver’s seat

    MUMBAI: Atrangii, the OTT maverick known for its edgy dramas and steamy thrillers, has fired the next salvo in the streaming wars by launching its Free Ad-supported Streaming TV (Fast) channels on LG and Xiaomi smart TVs. With cloud playout and distribution powered by Amagi’s broadcast stack, Atrangii has become the first Indian OTT platform to plug into LG’s Fast universe with a full-blown Hindi general entertainment channel.

    This move marks a turning point in Atrangii’s bid to dominate passive viewing, offering no-login, always-on Hindi content with a TV-like experience. It’s also a savvy pivot into the Fast lane, an ecosystem poised to rake in over $12bn globally by 2027, without shelling out for fresh production. Atrangii is playing it smart: recycling its spicy library of cult originals like NCR, KINK 2, Chitta Ve, and Sabse Bada Rupaiya, alongside devotional blockbusters like Jai Mahalakshmi and Shri Tirupati Balaji.

    Prashant Nigam, VP revenue for Atrangii said, “At Atrangii, our mission is to lead with innovation while remaining true to our storytelling roots. Collaborating with Amagi and launching on LG and Xiaomi is not just a technological upgrade, it’s a revolution in how our audience consumes content. Fast removes barriers like subscriptions and logins, delivering our deep content library directly to viewers in a way that feels intuitive and accessible. We’re excited to be at the forefront of the Hindi-language Fast revolution.”

    A spokesperson from LG added, “At LG, we’ve always believed in meaningful innovation that enriches customer experience. By bringing Atrangii’s dynamic and diverse content to LG Channels, we’re not only enriching our Fast offering but also giving our audience more ways to access quality Indian entertainment without the subscription barriers. This collaboration strengthens LG’s commitment to delivering compelling, accessible content to its users.”

    More platforms are revving up. TCL and Runn TV are next, with Yupp and CloudWalker under the hood in testing. The Fast channel also has its eyes set on the global diaspora, with international platform launches on the anvil.

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  • Vibhu Agarwal’s Atrangii ropes in Rajesh Tripathi as content head 

    Vibhu Agarwal’s Atrangii ropes in Rajesh Tripathi as content head 

    UMBAI: The musical chairs game in the television industry continues. With Nivedita Basu opting out of Atrangii and joining Dangal, it was time to bring in someone else at the Vibhu Agarwal-owned Atrangii app. 

    So it has. 

    Agarwal  has recruited writer, producer and show runner Rajesh Tripathi as its head of content. Prior to joining Atrangii, Rajesh has worked as a producer for shows like Savdhan India, Mauka-e-Vardaat, Kaccha Papad Pakka Papad, Naagvadhu – Ek zehreeli Kahaani,  Crime & confession Season-3. He is known for his involvement in iconic thrillers and horror shows such as Shhh…Phir Koi Hai, Adalat, and Savdhaan India.

    With core strengths in crime, thriller, and horror, Rajesh has worked as script consultant and show runner for a leading entertainment channel like Star TV.

    With Rajesh Tripathi at the helm of content creation, Atrangii aims to elevate its storytelling capabilities, particularly in genres that resonate deeply with audiences, says a company press release..   

    Said Atrangi founder & CEO Vibhu Agarwal:  “Rajesh Tripathi’s appointment marks a significant step in our journey to redefine content excellence. His experience, creativity, and leadership will play a pivotal role in driving our vision for Atrangii forward.”

    Added Rajesh Tripathi: “I am genuinely excited to join the Atrangii family and collaborate with a team that is deeply committed to creating unique and impactful stories. Storytelling, for me, is about forging connections with people, and Atrangii’s vision resonates perfectly with my passion for meaningful narratives. I look forward to this journey of creativity and crafting content that not only entertains but also leaves a lasting impression on hearts and minds.”
     
     

  • Vibhu Agarwal announces India’s first Mythology OTT platform ‘Hari Om’

    Vibhu Agarwal announces India’s first Mythology OTT platform ‘Hari Om’

    Mumbai: Hari Om, India’s first groundbreaking mythological OTT platform designed to revolutionise the digital landscape has been announced on 15 May. Spearheaded by the visionary media mogul Vibhu Agarwal, Hari Om is poised to become the ultimate destination for experiencing Indian heritage and religious content. In a pioneering move, this app breaks through the clutter, offering a comprehensive repository of Indian mythology and traditional content—a concept never explored before. With an increasing global interest amongst younger audiences, Hari Om emerges as the much-needed bridge, providing a singular platform to delve into the rich tapestry of Indian culture, and spirituality. This platform will be launched in June 2024 with an incredible line-up of more than 20 epic mythological shows, featuring a stellar cast and crew.

    This unique one-of-a-kind OTT platform will feature long format and short format ‘U’ rated series, created for senior citizens, children and young adults. The OTT platform will also offer bhajans in both video and audio formats. For the first time ever, children will be able to experience curated animated content on mythology. This is the only OTT platform to exclusively host ‘U’ rated content, making it suitable for people across all age groups.

    Vibhu Agarwal has consistently been synonymous with innovation, introducing unique content platforms that have transformed the digital landscape in India. He led the OTT revolution with game changing platforms Ullu and Atrangii. His latest venture, ‘Hari Om’ OTT, introduces India’s first dedicated mythological platform, a concept never explored previously anywhere across the globe.

    Vibhu Agarwal, on the announcement of Hari Om shared, “As Indians, it is essential for us to know our roots, culture, tradition, and heritage to develop a sense of pride and respect for it. This app is one of its kind by any OTT platform in the world to feature only mythological and religious content which can be consumed by the entire family together. Recognizing the demand amongst the senior citizens and younger audiences to explore our Indian mythology, we are delighted to announce this unique, clutter-breaking destination, bridging the existing gap. Hari Om is designed for family audiences worldwide, with the belief that it will be embraced by viewers and serve as a source of enlightenment to various nationalities across the world.”

    The app will showcase an eclectic and massive line-up of more than 20 epic untold stories and many more, including, “Shri Tirupati Balaji”, “Mata Saraswati”, “Chaya Grah Rahu Ketu”, “Jai Jagannath”, “Kaikeyi Ke Ram”, “Maa Lakshmi” and “Navgrah”. The app will be available on Play Store and App store, Google TV and Fire TV. Religious shows will feature large-budget productions with sets that transport viewers back to the golden age. Renowned actors such as Sharad Malhotra, Rati Pandey, Yuktii Kapoor, Mrunal Jain, Vishal Karwal and many more will headline these shows in titular roles.

    Atrangii group senior VP Nivedita Basu added, “It is an enriching experience to work with a visionary mind like Vibhu Agarwal and bring to reality such innovative and unique ideas. At ‘Hari Om’, our focus is on producing inspiring and visually spectacular shows that bring our untold mythological stories to life. These shows feature exceptional casts, immersive storytelling, and informative yet entertaining content, aiming to showcase to the world our rich religious and cultural heritage.”

    ‘Hari Om’ is poised to become a one-stop destination for mythological content enthusiasts, promising a blend of entertainment, education, and cultural knowledge.

  • Atrangii App elevates Nivedita Basu to senior vice president group

    Atrangii App elevates Nivedita Basu to senior vice president group

    Mumbai: Atrangii App Hindi OTT helmed by media baron Vibhu Agarwal, has elevated Nivedita Basu to senior vice president group. Earlier Nivedita was the vice president content & business alliances at Atrangii. The relatively new OTT platform was launched in June 2022 and is gaining immense love from audiences each passing day with its distinctive programming line-up. Nivedita joined the company two years ago and her new role will entail developing, creating, and producing original content and leading strategic business alliances.

    She has been extensively involved in creating content on Atrangii’s platform with highly successful shows in diverse genres such as fiction and reality television like Johri, Libaas, KINK and Ansuni. She has been instrumental in bringing Atrangii to new heights by developing new sub-verticals like Firangii, Satrangii, Flaunt and Imli under the visionary leadership of Vibhu Agarwal.

    Speaking on the announcement, Atrangii founder Vibhu Agarwal said, “Nivedita has been an integral part of Atrangii since its launch. We are pleased to elevate her as the Senior Vice President Group as she has new roles and bigger responsibilities with Atrangii App growing as an all-in-one super app. As we have entered a new phase of Atrangii with various sub platforms, fiction and non-fiction shows, Nivedita in her elevated role, will lend her expertise, aligned with our vision in growing our brand Atrangii to reach newer and higher heights in the OTT entertainment space.”

    To further bolster its exhaustive content offering, the platform is gearing up to roll out a slew of shows for 2024 spanning genres, which includes Baghin, KINK 2 and multiple exciting fiction and non-fiction shows.

  • Atrangii OTT’s game-changing app sets the bar high for OTT entertainment

    Atrangii OTT’s game-changing app sets the bar high for OTT entertainment

    Mumbai: Atrangii app will expand its horizon, bringing exclusive content to Jio, Zee5, and MX Player platforms. Super app will include premium shows and brand new platforms like Firangii, Satrangii, Flaunt, and Imli along with an e-commerce platform, all under one roof at only Rs.99 for a month for android users and only Rs.135 for a month for iOS users.

    Atrangii OTT helmed by media baron Vibhu Agarwal after successfully completing one year since its launch, has now enhanced the app to redefine the OTT experience for the audience. Atrangii will now be an all-encompassing super app, and the expansion is marked by the introduction of various sub-platforms under its ecosystem. The OTT platform, will now have under its umbrella four new platforms Firangii, Satrangii, Flaunt, and Imli each delving into a different genre. Along with it, the super app will also have premium original shows and its e-commerce platform. The new Atrangii OTT super app will be priced at Rs.99 per month for android users and Rs.135 per month for iOS users for a subscription per month, at Rs.180 for three months for android users and Rs.225 for iOS users and Rs.333 for the year for android users and Rs.369 for iOS users.  

    Premium Shows will include the standout content slate from Atrangii featuring a stellar cast in an incredible lineup of shows like Baghin, Johri, Kaccha Pappad Pakka Pappad, Pal Pal Dil Ke Pass, Ganga, Mr and Mrs Khurana and Libaas. They have also announced their upcoming slate with shows like Ishqneeti, Kadiyaan, Ghost and many more.

    Firangii, is especially curated for those with a taste for global entertainment and will stream super-hit fiction Hindi dubbed dramas with English subtitles from foreign languages such as Korean, Turkish, Russian, Japanese, Chinese, Arabic, Pakistani and other international language content. From thrilling K-pop sensations to gripping Turkish romantic dramas, Firangi broadens horizons and invites viewers on a cross-cultural journey.

    Satrangii will primarily feature original finite web series which will vary from long-format stories to short series, series will vary from 8-20 episodes.

    Flaunt one of its standout platforms, will offer alluring and captivating lifestyle content. The super glamorous platform promises to be an immersive experience for viewers. The first non-fiction show to launch is Kink, hosted by reality television queen Divya Agarwal and gives the viewers a glimpse into the world of glitz, glamour, passion and excitement of reality television. Adding to the offering will be Atrangii’s first ever reality talk show ‘Ansuni’…. Teri Kahi, Maine Suni, which is under production and will be launched soon.  It will be a one-of-a-kind talk show which will be hosted by the enigmatic, bold, forthright and Junta’s favourite Hindustani Bhau. The app, as the name suggests will also have content on elite fashion, photography and travel.

    Imli, on the other hand is a fascinating platform that will take the world of podcasts by storm. With a vast library of audio content, Imli offers a mix of entertaining as well as thought-provoking engaging storytelling that will be amalgamated with international quality background music, foley and dialogues giving viewers a close-to-real immersive experience. The stories will span genres like horror, crime, thriller, love, romance and many more unexplored themes.

    Atrangii group Vibhu Agarwal, founder & CEO shared, “We are delighted to add four more platforms –  Firangii, Satrangii, Flaunt, Imli to our Atrangii ecosystem. Ever since Atrangii has launched, our only endeavour has been to make it a one-stop destination for everything entertainment. To further this initiative, we have also enhanced and added our e-commerce platform to the super app. Subscribers of Atrangii OTT, can now stream their favourite content and shop on one single platform. This saves the consumer the hassle of registering and subscribing to different apps to achieve their entertainment and shopping needs. We are proud to be the first home-grown super app to roll out fiction, non-fiction, lifestyle content and podcast under one umbrella platform.”

  • Much-awaited Hindi GEC ‘Atrangii’ launched by Vibhu Agarwal

    Much-awaited Hindi GEC ‘Atrangii’ launched by Vibhu Agarwal

    Mumbai: The much-awaited Hindi GEC (general entertainment channel) ‘Atrangii’ has been launched on Monday. Backed by Vibhu Agarwal, the channel will feature a programme line-up from 7 pm to 11.30 pm.

    The channel is now available across all pay platforms namely Tata Sky, Airtel, D2H, Dish TV as well as on all cable networks like Hathway, Den and GTPL.

    The eclectic content line-up will also have some of the most-watched shows from OTT platforms and production houses that will be brought to the television screens of the audiences. ‘Atrangii’ is targeted toward engaging with the Hindi speaking market across the length and breadth of the country with a slate encompassing an expansive gamut of genres.

    The channel will begin with a show titled Bheja fry at 7 pm, followed by Dil-E-Ghumshuda from 7.30 pm to 8.30 pm. The unheard story of the greatest sage warrior Parshuram will be aired from 8.30 pm to 9 pm. Hara Sindoor, follows the extraordinary journey of a young girl Rani, who stands against the monarchy of the village dictator to liberate the villagers from the shackles of the monarch. This prime-time show will be telecast at 9 pm. The 9.30 pm slot will showcase disruptive, quality content from the web, to be enjoyed by the audiences from the convenience of their homes and that too without any subscription fee with the show titled Bestseller. 

    From 10.30 pm to 11 pm Parshuram will be repeated. The show Jaghanya will alert audiences, showcasing some of the soul-trembling, heinous crimes that have plagued our society and will air from 11 pm to 12 am.

    Speaking on the launch of the channel, Atrangii CEO and founder Vibhu Agarwal shared, “We are elated to roll out our first Hindi general entertainment channel Atrangii. We have been curating gripping content for the channel for the past couple of months now and we take pride in launching it with four hours of programming. From here on, we aim to further bolster the original content line-up. We have invested heavily in expanding our creative pool, bringing talent both behind and on-screen to put out shows that resonate with the Hindi heartland. Our concerted focus with ‘Atrangii’ is to partner with established production houses and independent creators to showcase content that will give us a definitive edge over currently produced shows in the Hindi GEC space. We aim to emerge as the go-to destination for entertainment across both satellite and digital space.”

  • Ullu to continue making edgy content: Vibhu Agarwal

    Ullu to continue making edgy content: Vibhu Agarwal

    Mumbai: OTT platform Ullu, launched in 2018, will not move away from creating edgy adult content, said founder Vibhu Agarwal at an event held recently. Instead, Agarwal has launched a Hindi general entertainment channel (GEC) ‘Atrangii’ accompanied by a catch-up OTT platform to cater to the family audience.

    “When I entered the OTT space, I sought to create content that is fresh. All OTT platforms were creating the same kind of content, whether it is a suspense or a thriller. As a businessman, I wanted to enter a white space that no one has addressed before,” said Vibhu Agarwal.

    The platform had found itself on the wrong side of public opinion after it was accused of featuring ‘edgy’ and ‘sleazy’ content to its audiences. It was reported that Agarwal was moving away from creating edgy adult content with a Ullu 2.0 strategy after the ministry of information and broadcasting introduced The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.

    Agarwal said, “We have built a certain audience and subscription base, based on the kind of content that ULLU makes. The content is not wrong because there are people watching it. We’ve offered a buffet of shows including horror, suspense, thriller and brought many good actors into the ecosystem with shows like ‘Tandoor,’ ‘Peshawar,’ ‘Cyanide’ and others.”

    “That’s why we are launching our second OTT platform and entering the GEC space that’s going to bring both live and catch-up content for audiences,” he added. “The content on this platform will be separate from ULLU and will be more in line with GEC content. This will not be a ‘saas-bahu’ style GEC because again we’re looking at an unaddressed white space. Instead, the channel will feature limited series that will focus on the quality of content.”

    Agarwal said that the ministry of information and broadcasting has been open minded when it comes to the kind of content served by OTT players. “The IT Rules that came out on 24 February 2021 don’t bar OTTs from showcasing any kind of content. They have only asked for the classification of content where OTT platforms should showcase a disclaimer on the nature of content that they are showing. They have also mandated the creation of a self-regulatory body for addressing grievances when it comes to content on OTT platforms.”

    The pandemic led to an increase in content consumption on OTT platforms. Agarwal observed that the three-month release slate of OTT platforms was condensed to 15-25 days to cater to the demand for content. ULLU platform itself ensured to release a new web original at least once or twice a week. Going forward, he stated that the platform has a plan to release up to three originals per week.

    Agarwal predicts that, while regional OTT platforms are subscription-driven businesses right now, they will all switch to an advertising-led model due to the intense competition in the OTT space. “When you speak about investing in regional content, most national OTT platforms are only investing in South content because they are able to monetise it easily. I believe that regional OTT platforms that serve content in languages such as Gujarati, Punjabi, Haryanvi, Bhojpuri etc. will have to become advertising video-on-demand platforms. Only the global players with deep pockets will be able to remain subscription-driven. Most Indian owned platforms will have to shift to an AVOD model whether they cater to Hindi-speaking audiences or any other regional language.”

    “Ullu content will be distributed in international markets as well but not via the app,” stated Agarwal. “There is a large international Indian audience that would like to watch our content which is dubbed in English. The problem is to activate payment gateways in international markets. The viewership and subscription outside of India is limited because of few payment options. Also, most of our consumption occurs on mobile platforms, whereas in the US and UK mobile data is not as cheap. Audiences there watch content on devices such as Roku that are more popular. That’s why we are planning to distribute our content via local agencies.”

    Agarwal noted that 80 per cent of OTT platforms don’t pay enough attention to technology which is the biggest enabler of OTT user experience. “The app should be user friendly and every feature should work,” he said.

  • Vibhu Agarwal brings new Hindi GEC Atrangii

    Vibhu Agarwal brings new Hindi GEC Atrangii

    Mumbai: A renowned name in OTT space, Vibhu Agarwal has announced the launch of its new Hindi GEC ‘Atrangii – Dekhte Raho.’  The channel will launch in the first week of June.

    The Hindi GEC will cater to the segment of 15+ HSM audiences and will have both fiction and non-fiction series spanning genres like action, mythology, comedy, drama, horror, suspense and thrillers, said the statement. “It will bring quality content for the HSM markets and from the first day itself, launch with a rich original programming lineup of four hours. Its unique proposition is that it will bring finite series with world-class production and treatment, giving the content a definitive edge over currently produced shows in the Hindi GEC space,” it added.

    Atrangii will launch with original shows starring some of the industry’s biggest talent and created by popular production houses. Popular actors like Shweta Tiwari, Rashmi Desai, Isha Koppikar, Shilpa Shinde, Rahul Roy, Vishal Aditya Singh, Bhumika Gurung, Hrishita Bhatt, Rituparna Sengupta and Ashmit Patel amongst many others will be seen headlining the shows.  

    The channel will be launched with a robust library of content that is sure to keep the audiences gripped. This will also be followed by a dedicated all-new OTT platform Atrangii 2.0 for the digital audiences that will stream live content and will also have catch-up television.

    Atrangii will be available across all pay platforms namely Tata Sky, Airtel, D2H, Dish and all cable networks like Hathway, Den, GTPL in India.

    Under the leadership of Vibhu Agarwal, Atrangii will be helmed by Nivedita Basu, who joined the company earlier this year. With her proven track record of over two decades in television production, Nivedita’s role will entail developing, creating, and producing disruptive original content. She will also lead strategic business alliances for the channel.

    Speaking on the launch of the channel, Atrangii founder and CEO Vibhu Agarwal said, “We are extremely delighted to foray into the broadcasting space and build on our vision to offer quality content for everybody across age groups. We wanted the channel name to define our varied multi-genre content offering, yet was catchy and stood out of the clutter.”

    “Hence Atrangii, a phrase extremely common in the Hindi heartland and means unusual and entertaining, the terms we feel also defines our content offering. We want the channel to have its own identity and hence we move away from the never-ending soap operas to finite series.  With this new GEC, we expect to not just enter the households across the length and breadth of the country but also emerge as the go-to destination for entertainment across both satellite and digital space,” he added.