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Nivedita Basu is now head of content, strategy and business alliance for new Hindi GEC Atrangii: We’re basically OTT on TV

Nivedita Basu has been working in the industry for many years now. Over the years she has developed a good bond with actors and technicians. The producer and director of the web series Tandoor, Nivedita shares that all her friendships matter to her.

“I am quite glad that over the years I have built this friendship with the actors. So at least when you have something or you need them, they are there for you. You don’t necessarily need to work with them all the time but somehow being associated and being humble I think has paid off in my case,” she says.

Nivedita adds that 15 years with Ekta Kapoor and Balaji has helped her earn good will. “I took my work seriously and did what was best possible. I was one of the most accomplished ones in the team yet my only concentration was to learn more. I wasn’t a snob, was approachable and that is what I think the actors liked,” she adds.

She is now the head of content, strategy and business alliance of Atrangii, a new Hindi GEC. The new role has been an exciting one.

“I am so glad that at the launch of Atrangii I had invited my friends and about 80 % of the people were there. Even though most of them were shooting or were not in town, still most of them made it. I hope during the success party we are able to invite everyone and get more people involved. I am really grateful for all the people who made the effort to be there, these small things really matter. Atrangii went on-air on June 6. There are many channels out there so things are going to get touch but we have a different strategy. We are basically OTT on TV,” she says.

Sharing her future plans for Atrangii, Nivedita adds, “We are not doing long term content. We have content for 3-6-9-12 months which means the longest content right now is 100 episodes and our shortest is probably a day. You can actually see one series or a film in a day and it’s over. so, it’s a lot of hard work. I think it’s Vibhu Aggarwal's ( Founder & CEO ATRANGII channel ) belief in me that is motivating me to try harder. My learning under Ekta obviously helped me in gaining both knowledge and confidence. I hope we are able to entertain people.”4

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