Nivedita Basu, Senior VP at Atrangii Group, is very excited for the next six months for her channel. Atrangii TV went live in June 2022, however, a year later, they shifted entirely to OTT because of more acceptance and increased viewership. She emphasised that they have covered mostly all genres, from mythological shows like Parshuram, Hara Sindhur, to humour with Shitty Ideas Trending, crime shows like Jaghnya Apradh, to a show on LGBTQ and inclusion titled Nishabd, Atrangii had it all.
Basu said, “Atrangii TV went on air on June 6, 2022, and I think it has come a really long way. We did a whole lot of content in the first year of Atrangii, and the biggest learning or takeaway was that we were more accepted on OTT than on television, which is why a year after our launch, we decided to let go of television and exclusively concentrate on OTT.”
“After the OTT space, we did a whole lot of shows, like Johri, Baghin, Kiss Ishq N Konnection (KINK), and Ansuni, being the most talked about, and then 11th Hour with Tamannaah Bhatia, but we have so much more coming. TV actors and so many OTT actors are joining our space. Also, the apprehension that people had in our first year about whether we could pull it off or not has changed, and people have accepted it. I think being here has made a big difference, as it gives a lot of credibility. The next six months are going to be very exciting for Atrangii. I am thrilled,” she added.
She also pointed out that their alliance with Star Bharat has been fruitful, as their shows, Baghin and Parshuram, are doing extremely well. She added, “I was quite surprised that the time spent on the show has been increasing day by day. Mythology has always been like a great crowd-puller and Parshuram was our first show ever made, so it had everyone's eyes. And Baghin, being another Junoon show that came after 25 years, Star Bharat picked it up, and I am so happy that it is going so well.”
With IPL starting on March 22, asked if there are any apprehensions, she confessed that there was a time when she used to worry about it, but with time she realised that the TV audience always remains there.
“There are fluctuations, but they do remain the same. I think those times are gone. Minor ups and downs are always there, and I feel that we all do our best to get the best in return,” Basu said.
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