iWorld
Atrangii’s ‘KINK’ reality show sets new viewership and engagement record
Mumbai: Atrangii TV and its OTT app helmed by Vibhu Agarwal has brought a one of its kind reality show called ‘K.I.N.K (Kiss Ishq N Konnections)’. This show also marked the debut of Reality TV Queen Divya Agarwal. Atrangii TV’s first-ever relationship-based reality show tested the love of six hot and happening couples in bold and challenging situations. This show was shot in an island resort in Daman and Diu.
With this, Atrangii became one of India’s first OTT to have a record growth in subscription because of their game-changer show. It was also amongst top 10 most-watched reality shows on OTT platforms in the month of September and is seeing a steady increase in viewership. It has also seen a multifold increase in viewership and subscription in the past few months and it has been steadily growing at 20-25 per cent month on month.
This show witnessed overall 250 million views across all social media platforms which was the highest for the platform since its inception. K.I.N.K had all the ingredients of a reality show and found its audience amongst youngsters, primarily in the states of Maharashtra, Delhi and Haryana. It has been a raging hit on social media too, raking in record engagement by being amongst the top 15 most engaging show as fan clubs were created and each task discussed in detail. While this show was enjoyed by all age demographics, it was majorly dominated by females, followed by men who turned to the show after the first few episodes. The platform also received record breaking subscriptions from iOS users and received a staggering 70% views/subscription from female viewers
Speaking on the success of KINK, VP content & business alliances Nivedita Basu said, “We are thrilled to see this unprecedented response to our first ever reality show KINK. We always believed this show will be a gamechanger for Indian OTT and for our platform as it has all the ingredients for a masala reality show. We scouted for contestants across the length and breadth of the country, who were confident, bold had a personality of their own and full of the zing to keep the viewers engaged and hooked. This has only encouraged us to further bolster our non-fiction offering. Our next show will be a unique chat show and we will soon be making an announcement for that.”
The host of the show, an elated Divya Agarwal shared, “This show got my attention from the concept itself! There are a lot of dating reality shows but this one feels fresh and new. I am thankful to the audience for giving me constant love, from being a contestant in a dating reality show to now hosting one. KINK will remain very special for me. I made some genuine connections and I am blessed to receive so much love from people across the country. My social media is flooded with messages and I can say that this has been getting so much love from all over the country. My social media is flooded with messages and Indeed it has been a dream stint! Can’t thank Atrangii enough to help me connect with my fans and audiences.”
This show is streaming on Atrangii OTT!
iWorld
Anirudh Ravichander and Universal Music India join forces to take South India’s sound to the world
The composer behind 13 billion streams launches Albuquerque Records with UMI as its exclusive global partner
MUMBAI: Universal Music India has struck an exclusive partnership with Albuquerque Records, the freshly minted independent label of singer-composer Anirudh Ravichander, in a deal that bets big on South India’s booming pop and hip-hop scene going global.
The arrangement, announced on 17 March, will see Universal Music India handle future pop and hip-hop releases by Anirudh himself, as well as artists signed to the new label. A first release is already in the pipeline for April, featuring Anirudh.
The numbers behind the man are hard to ignore. Debuting in 2012 with the viral sensation “Why This Kolaveri Di”, Anirudh has since clocked over 13 billion audio streams across more than 770 tracks, cementing his position as the No.1 South Indian artist on Spotify by total streams. His fingerprints are all over some of the Tamil film industry’s biggest musical moments, from Hukum and Vaathi Coming to Arabic Kuthu and the A23 Theme.
But Albuquerque Records is a different beast. Built for the non-film space, it is designed to nurture independent talent and champion the next wave of Indian pop voices. “Universal Music India’s leadership in pop and hip-hop made them the natural partner,” said Anirudh. “I’m excited to take independent voices to audiences around the world.”
Universal Music India’s chairman and CEO Devraj Sanyal was equally effusive. “Anirudh represents the future of Indian music, bold, original, and with enormous potential,” he said. “Identifying transformative talent is our superpower, and this partnership reflects that belief.”
Sanujeet Bhujabal, managing director of Universal Music India, framed the deal as more than a distribution play. “Albuquerque Records represents Anirudh’s bold artistic vision in the world of pop and hip-hop,” he said. “True to his legacy of innovation, this partnership is set to establish yet another landmark creative space, this time for the emerging world of iPop and beyond.”
For Universal Music India, the deal deepens a long-running push into South India’s four key language markets: Tamil, Malayalam, Kannada and Telugu. The label already has regional imprints, film partnerships with Maddock Films and Excel Entertainment, and a growing non-film roster. Landing Anirudh, arguably the south’s most bankable music brand, is a statement of intent. South Indian music has the streams. Now it is coming for the world.
