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Tag: Prashant Nigam

  • 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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  • Prashant Nigam joins Ullu & Atrangii in revenue position

    Prashant Nigam joins Ullu & Atrangii in revenue position

    MUMBAI: Prashant Nigam has joined Ullu & Atrangii Network as vice president of revenue, marking a new chapter in his extensive media career. Nigam, who announced his new role on LinkedIn, brings a wealth of experience in content licensing, syndication, and ad sales to the rapidly expanding OTT platforms.

    Nigam’s move comes after a two-year stint at GoQuest Media, where he served as head of content licensing for India and Saarc nations. His resume also includes roles at Rainshine Entertainment, Helios Media, Zoom Entertainment Television, Radio City 91.1, Red FM, and Dainik Bhaskar.

    At Helios Media, Nigam focused on content syndication and acquisition, while at Zoom Entertainment, he led new business development and ad sales. His background in radio and print media, with positions at Radio City 91.1, Red FM, and Dainik Bhaskar, further underscores his diverse media expertise.

    Nigam’s appointment signals Ullu & Atrangii’s ambition to boost revenue through strategic content partnerships and innovative sales initiatives. His experience in navigating the Indian media landscape positions him to drive growth for the platforms in the competitive OTT market.