Atrangii rolls out FAST channels on LG and Xiaomi Smart TVs

Atrangii has announced the launch of its Free Ad-supported Streaming TV (FAST) channels on LG and Xiaomi smart TVs, marking a step forward in its distribution strategy. The rollout is supported by Amagi’s cloud-based broadcast infrastructure and distributed via Amagi Connect.

With this move, Atrangii becomes one of the first Indian OTT players to launch a Hindi General Entertainment Channel (GEC) on LG’s FAST ecosystem. The company also plans to expand its presence to TCL and RUNN TV, with testing underway on platforms like Yupp and CloudWalker.

The Atrangii FAST channels feature a mix of content across genres including drama, thrillers, romance, and reality programming. Popular titles include NCR, KINK 2, Chitta Ve, Sabse Bada Rupaiya, and Ansuni. The offering also includes devotional programming such as Jai Jagannath, Jai Mahalakshmi, and Shri Tirupati Balaji, aiming to provide a blend of contemporary and spiritual content.

Available without the need for subscriptions or logins, Atrangii’s FAST channels offer viewers a scheduled, TV-like experience on connected devices.

Prashant Nigam, VP - Revenue, Atrangii, said, “This launch aligns with our broader mission of making premium content more accessible. The FAST format allows us to deliver our library to a wider audience without additional friction, while also supporting our monetisation goals.”

An LG spokesperson added, “Our focus is on offering users quality entertainment with ease of access. Atrangii’s addition helps expand the diversity of our FAST content lineup.”

Atrangii’s rollout is enabled by Amagi’s cloud playout, ad tech, and distribution capabilities. With FAST viewing on the rise and ad revenues in the segment projected to grow significantly, the platform sees this move as a step toward deeper audience engagement and broader reach. Plans are also in place to take the Hindi GEC FAST channel global via leading international platforms.