OTT platform Atrangii has officially launched its Free Ad-supported Streaming TV (FAST) channels on LG and Xiaomi smart TVs. Powered by Amagi’s cloud-native broadcast infrastructure and distributed via Amagi Connect, this milestone positions Atrangii as the first Indian OTT brand to debut its Hindi GEC on LG’s FAST ecosystem.
Atrangii will also launch its channel on TCL and RUNN TV, with multiple other platforms such as Yupp and CloudWalker currently under testing, further accelerating its expansion across the connected TV ecosystem.
Atrangii has a rich library of hard-hitting dramas, edge-of-seat thrillers, romance, and reality programming. Its content slate includes fan-favorite originals such as NCR, KINK 2, Chitta Ve, Sabse Bada Rupaiya, Ansuni, and more. The FAST channel also brings viewers a wide range of Hari Om devotional shows and soulful bhajans, including spiritual favorites like Jai Jagannath, Jai Mahalakshmi, Mata Saraswati, Shri Tirupati Balaji, and Navgrah. This creates a diverse lineup that blends contemporary and traditional content. With this move, Atrangii offers viewers free, no-login access to premium Hindi content, delivering a familiar, TV-like experience on smart TVs with curated, scheduled programming. The content is available now on both LG and Xiaomi platforms.
As per the OTT platform, Amagi is powering Atrangii’s FAST channel rollout with cloud playout, ad insertion, and global distribution. With smart TV adoption rising and FAST ad revenue projected to exceed $12B by 2027, Atrangii is tapping into this growth. Leveraging its content library, it targets the 70% of users who prefer passive viewing, driving engagement and monetization without new production costs.
This collaboration gives Atrangii a strong early-mover advantage in the FAST space, securing premium placement and greater visibility across connected TV platforms. By embracing this growing format, Atrangii is expanding access to Indian content, reaching broader audiences without subscription barriers, and reinforcing its position as a forward-looking brand in the digital entertainment landscape. Additionally, the Atrangii Hindi GEC FAST channel will enter international markets through eminent global platforms, further amplifying its reach and strengthening its global footprint in the Hindi entertainment space.
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.”
