Atrangii TV and App, the Hindi GEC and OTT led by media magnate Vibhu Agarwal, has promoted Nivedita Basu to Vice President Content & Business Alliances.

Nivedita was previously the head of content marketing and business alliances at Atrangii. The relatively new GEC and OTT was introduced earlier in June 2022 and is growing in popularity with its unique programming lineup.

Nivedita joined the company a year ago, and her new responsibilities will include developing, creating, and producing original content, as well as managing strategic business partnerships.

Nivedita is one of the most notable professionals in the entertainment business, with over two decades of experience in production and programming.

She has been heavily involved in the creation of content for Atrangii’s platform, including extremely successful shows such as ‘Parshuram’, ‘Hara Sindoor’, and ‘Jaganya Apradh’.

She has been crucial in propelling Atrangii to new heights by launching new verticals with live shows, cricket, and other content properties, as well as bringing in premium production companies to create quality content for viewers.

Speaking on the announcement, Vibhu Agarwal, founder & CEO Atrangii shared, “Nivedita has been an integral part of Atrangii ever since its launch. We are pleased to elevate her as the Vice President (Content and Business Alliances). As we plan to revamp Atrangii with more than 10 new upcoming fiction and non-fiction shows and add international content to the platform, Nivedita will be playing a key role in developing and creating these shows which will have celebrated actors and exceptional storytelling. We are confident that in her new role, she will lend her expertise, aligned with our vision in growing our brand Atrangii to reach newer and higher heights in the general entertainment space.”