Mumbai: In a significant move shaking up India’s digital entertainment landscape, OTT disruptor Atrangii has launched Free Ad-supported Streaming TV (FAST) channels on LG and Xiaomi smart TVs. The launch, powered by cloud-based broadcast leader Amagi, marks Atrangii as the first Indian OTT brand to offer a Hindi GEC on LG’s FAST platform.
This strategic rollout gives Atrangii a strong early-mover advantage in the FAST space, combining the platform’s high-impact storytelling with smart TV accessibility. The channel lineup includes popular originals such as Sabse Bada Rupaiya, KINK 2, Chitta Ve, and Ansuni, as well as a diverse devotional slate featuring Jai Mahalakshmi and Shri Tirupati Balaji.
“Our aim is to bring premium Hindi entertainment to everyone, without paywalls or friction,” said Prashant Nigam, VP Revenue at Atrangii. “FAST channels allow us to scale reach while keeping costs low, repurposing a deep library of content that resonates across age groups.”
LG, a key partner in the rollout, expressed optimism about the partnership. “We’re delighted to enhance our FAST offering with Atrangii’s dynamic content,” said an LG spokesperson. “This aligns with our mission to provide meaningful innovations that make entertainment more accessible.”
With plans to expand to platforms such as TCL, RUNN TV, and others currently under testing, Atrangii is aiming to capitalize on the FAST market’s exponential growth—expected to exceed $12 billion globally by 2027, according to industry analysts.
By targeting the 70% of viewers who prefer passive, scheduled content, Atrangii is bridging the gap between traditional television and digital convenience. The brand also plans to take its Hindi GEC FAST channel global, further amplifying its reach and solidifying its place as a future-ready player in digital media.
