Get ready for Atrangii, a new Hindi general entertainment TV channel that will bring you loads of shows in different genres

The inclination of Indian audiences for family entertainment on the small screen is quite well known and broadcasters have innovated a lot on this front to bring viewers the best of shows. Now, to ensure that there are no dull moments for the Indian TV consumer, Vibhu Agarwal, a renowned name in the OTT industry, has announced the launch of a new general Hindi entertainment channel called AtrangiiI – Dekhte Raho. The channel will launch the first week of June and is ready to bring quality content for HSM markets from day one of launch with rich 4-hour original programming. However, its unique proposition is that it will bring finished series with world-class production and processing, giving the content a definite edge over shows currently being produced in the Hindi GEC space.

Atrangii will cater to the 15+ segment of HSM audiences and offer fiction and non-fiction series spanning genres such as action, mythology, comedy, drama, horror, suspense and thrillers. Atrangii will launch with original shows featuring some of the biggest talent in the industry 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 among many others will be seen headlining the shows.

It was also revealed that the channel will launch with a robust library of content that is sure to keep audiences hooked. This will also be followed by a brand new dedicated OTT platform Atrangii 2.0 for digital audiences which will broadcast live content and also be shown on TV.

Under Vibhu Agarwal, Atrangii will be led by Nivedita Basu, who joined the company earlier this year. With a proven track record of over two decades in television production, Nivedita’s role will involve the development, creation and production of disruptive original content. She will also lead strategic business alliances for the channel.

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Speaking at the launch of the channel, Vibhu Agarwal shared,
“We are extremely excited to foray into broadcasting and pursue our vision of bringing great content to everyone, regardless of age. We wanted the channel name to define our diverse multi-genre content offering, while being eye-catching and outside of the clutter. Hence Atrangii, an extremely common expression in the heart of Hindi and meaning unusual and entertaining, the terms which we believe also define our content offering. Atrangii will present the different flavors of life and will range from slices of life dramas, thrillers, mysteries to comedies. We want the channel to have its own identity and therefore we are moving away from endless soap operas towards finished series. With this new GEC, we expect to not only enter homes across the country, but also become the destination of choice for entertainment both via satellite and in the digital space.

The channel will be available on all paid platforms i.e. TATA SKY, Airtel, D2H, Dish and all cable networks like Hathway, Den, GTPL etc. in India.

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