iWorld
Atrangii gets Fast and furious on smart TVs with Amagi in the driver’s seat
MUMBAI: Atrangii, the OTT maverick known for its edgy dramas and steamy thrillers, has fired the next salvo in the streaming wars by launching its Free Ad-supported Streaming TV (Fast) channels on LG and Xiaomi smart TVs. With cloud playout and distribution powered by Amagi’s broadcast stack, Atrangii has become the first Indian OTT platform to plug into LG’s Fast universe with a full-blown Hindi general entertainment channel.
This move marks a turning point in Atrangii’s bid to dominate passive viewing, offering no-login, always-on Hindi content with a TV-like experience. It’s also a savvy pivot into the Fast lane, an ecosystem poised to rake in over $12bn globally by 2027, without shelling out for fresh production. Atrangii is playing it smart: recycling its spicy library of cult originals like NCR, KINK 2, Chitta Ve, and Sabse Bada Rupaiya, alongside devotional blockbusters like Jai Mahalakshmi and Shri Tirupati Balaji.
Prashant Nigam, VP revenue for Atrangii said, “At Atrangii, our mission is to lead with innovation while remaining true to our storytelling roots. Collaborating with Amagi and launching on LG and Xiaomi is not just a technological upgrade, it’s a revolution in how our audience consumes content. Fast removes barriers like subscriptions and logins, delivering our deep content library directly to viewers in a way that feels intuitive and accessible. We’re excited to be at the forefront of the Hindi-language Fast revolution.”
A spokesperson from LG added, “At LG, we’ve always believed in meaningful innovation that enriches customer experience. By bringing Atrangii’s dynamic and diverse content to LG Channels, we’re not only enriching our Fast offering but also giving our audience more ways to access quality Indian entertainment without the subscription barriers. This collaboration strengthens LG’s commitment to delivering compelling, accessible content to its users.”
More platforms are revving up. TCL and Runn TV are next, with Yupp and CloudWalker under the hood in testing. The Fast channel also has its eyes set on the global diaspora, with international platform launches on the anvil.
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iWorld
Netflix launches Playground app to bring games and interactive play for kids
Interactive games, fresh series and returning favourites aim to blend play and learning
MUMBAI: Netflix is doubling down on kids entertainment with a major expansion of its family-friendly slate, anchored by the launch of Netflix Playground, a new interactive app designed to blend play with storytelling.
Aimed at children aged eight and under, the app allows young viewers to engage with familiar characters from shows like Peppa Pig and Sesame Street through games and activities, all within a safe, ad-free environment. The app is already live in select markets and is set for a wider global rollout later this month.
The move signals Netflix’s push to turn passive viewing into a more immersive experience. Alongside the app, the platform has unveiled a mix of new titles and returning favourites, including fresh episodes of Trash Truck and The Creature Cases, as well as a new preschool series, Young MacDonald. Popular titles such as CoComelon Lane and Ms. Rachel are also set to expand with new seasons and episodes.
Speaking about the strategy, Netflix vice president of animation series and kids and family tv John Derderian said, “We’re building a world where kids can not only watch their favourite stories, they can step inside them and interact with their favourite characters. We’re creating a seamless destination for discovery, learning, and play.”
The expanded offering also leans heavily on convenience for parents, with offline access, curated content, and robust parental controls designed to ensure a safe and tailored viewing experience. Features such as profile locks, content filters, and activity tracking aim to give families greater control while allowing children to explore independently.
The timing is strategic. Kids and preschool content has emerged as one of Netflix’s most-watched categories in recent years, making it a key battleground in the streaming wars. By combining games, education, and entertainment, the platform is looking to deepen engagement and build long-term loyalty among younger audiences.
With interactive play now joining its content arsenal, Netflix is not just streaming stories but inviting kids to step inside them, turning screen time into something a little more hands-on.
