Hindi GEC Atrangii has taken a bold leap into the free ad-supported streaming TV (FAST) space by launching the channel on LG and Xiaomi smart TVs. This strategic move, powered by Amagi’s cloud-based broadcast infrastructure, makes it the first Indian OTT brand to enter LG’s FAST ecosystem.

Pointing out that joining the FAST space signals a new era for Hindi-language content consumption on connected TVs, a press release from Atrangii said the channel rollout was being facilitated through Amagi Connect, with launches on TCL and India-tailored FAST platform RUNN TV also in the pipeline.

Tests are currently underway on platforms like Yupp and CloudWalker, indicating Atrangii’s aggressive expansion across the smart TV landscape. The launch enables viewers to access curated, premium Hindi content for free, without subscriptions or login requirements, replicating a linear TV experience in a digital format.

Known for its gritty storytelling, Atrangii’s library includes originals like ‘NCR’, ‘KINK 2’, ‘Chitta Ve’, ‘Sabse Bada Rupaiya’, and ‘Ansuni’. Beyond entertainment, the channel also offers devotional programming with shows such as ‘Jai Jagannath’, ‘Shri Tirupati Balaji’ and ‘Navgrah’, which are a compelling mix of contemporary fiction and spiritual content.

As smart TV adoption rises and FAST is projected to surpass $12 billion in global ad revenue by 2027, Atrangii said it is betting big on a format that taps into passive viewing preferences of nearly 70 percent of users. This approach also allows the brand to monetize its existing content library without additional production costs.