Nivedita Basu looks forward to promising year of content at Atrangii

Nivedita Basu, Senior VP of Content and Business Alliances at Atrangii TV and OTT, discusses some of Atrangii's recent offerings. Highlighting the success of their shows, she mentions the popularity of "Kink Kiss Ishq N Konnections" as their first captive reality show and the positive reception of "Johri" due to Nishant Malkani and Charu Asopa's popularity. She emphasizes the strategic syndication with MX Player, leveraging its wide reach.

For Atrangii, premium shows like "Johri," and upcoming shows like "Baghin," and "Kink" hold significance, considering the platform's focus on low-cost content creation. Basu expresses joy when premium shows gain traction, stating that the purpose of creating content is fulfilled when it resonates with the audience. She elaborates on the current show, "Ansuni- Teri Kahi Meri Sunni," featuring Hindustani Bhau, which aims to provide a platform for the common man to discuss and find solutions to their problems.

Basu acknowledges the unique challenge of promoting content on an OTT platform without traditional TV ratings. She emphasizes the need to reshape people's perception of Atrangii, which she believes has started to happen with the positive response to recent launches. Looking ahead, she anticipates a significant influx of shows and promotions in the next six months, revealing excitement about the diverse content Atrangii has produced over the past year.

Grateful for the freedom and support provided by Mr. Vibhu Agarwal, the owner of Atrangii, Basu praises his vision and commitment to seeing creative projects through to completion. She commends his transition from the steel industry to the entertainment sector, expressing confidence in the surprises and shocks that the audience can expect from Atrangii in the upcoming months. Overall, Basu looks forward to a promising year of content at Atrangii.

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