Vibhu Agarwal, the founder of the Ullu app, has announced the name of its new Hindi GEC, ‘Atrangi – Dekhte Raho’, which will be launched in the first week of June.

The channel aims to bring quality content to the HSM markets and from the first day itself will launch with a rich original programming line-up of 4 hours. It will bring finite series with world-class production and treatment, giving the content a definitive edge over currently produced shows in the Hindi GEC space.

The Hindi GEC will cater to the segment of 15+ HSM audiences and will have both fiction and non-fiction series spanning genres like action, mythology, comedy, drama, horror, suspense, and thrillers, the company said in a statement.

Atrangii, will launch with original shows starring some of the biggest talents and created by big production houses.

Actors like Shweta Tiwari, Rashmi Desai, Isha Koppikar, Shilpa Shinde, Rahul Roy, Vishal Aditya Singh, and Bhumika Gurung, Hrishita Bhatt, Rituparna Sengupta, and Ashmit Patel amongst many others will be seen headlining the shows.

This will also be followed by a dedicated new OTT platform ‘Atrangii 2.0’ for the digital audiences that will stream live content and will also have catch up television.

Under the leadership of Agarwal, Atrangii will be helmed by Nivedita Basu, who joined the company earlier this year.

With her proven track record of over two decades in television production, Basu’s role will entail developing, creating, and producing disruptive original content. She will also lead strategic business alliances for the channel, the company added.

On the launch of its new channel, Vibhu said, “We are extremely delighted to foray into the broadcasting space and build on our vision to offer quality content for everybody across age groups. We wanted the channel name to define our varied multi-genre content offering, yet was catchy and stood out from the clutter. Hence Atrangii, a phrase extremely common in the Hindi heartland and means unusual and entertaining, the terms we feel also defines our content offering.”

“Atrangii will showcase the various flavors of life and range from slice of life dramas, thrillers, mysteries to comedies. We want the channel to have its own identity and hence we move away from the never-ending soap operas to finite series. With this new GEC, we expect to not just enter the households across the length and breadth of the country but also emerge as the go-to destination for entertainment across both satellite and digital space,” Vibhu added.

The channel will be available across all pay platforms namely Tata Play, Airtel, D2H, Dish, and all cable networks like Hathway, Den, GTPL, etc in the country.