VP Content and Business Alliance at Atrangii TV and OTT Reflects on the Diverse Range of Content Available Today
The world of entertainment has undergone a significant transformation in recent years, with a shift in content consumption from traditional television to digital platforms. Nivedita Basu, the Vice President of Content and Business Alliance at Atrangii TV and OTT, offers insights into this dynamic landscape, highlighting the diverse range of content that now caters to audiences of all ages and tastes.
From Daily Soaps to the Digital Age
Nivedita Basu notes the profound changes that have unfolded in the realm of content creation and consumption. She points out how content has evolved from the era of daily soap operas on television to the digital age dominated by Over-The-Top (OTT) platforms.
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She explains, “The main change in content has been from soaps to OTT. In daily soaps, we had limitations on the type of stories we could tell because we were catering to a single TV home. Now, with everything accessible on the palm of our hands, we have content for everyone, every age group, every genre, and every kind of content.”
This shift in accessibility and audience reach has expanded the horizons of storytelling, allowing creators to explore diverse themes, genres, and narratives.
The Evolution of OTT Content
Nivedita Basu highlights the evolution of content on OTT platforms. She mentions that when OTT first emerged, there was a trend of showcasing extreme crime and edgy narratives. However, she points out that this trend has evolved over time.
She elaborates, “Now, you have all sorts of genres that are doing well. Youth-oriented shows are thriving. We are also eagerly awaiting shows like ‘Archie’ from Zoya Akhtar and ‘Made in Heaven.’ So, I think the content machinery has opened up, and there is content literacy for everyone, from my child to my grandmother.”
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The democratization of content creation and distribution has allowed for a wide variety of content to flourish, catering to the diverse tastes and preferences of the audience.
The Enduring Allure of Love Triangles
Love triangles have been a recurring theme in the world of entertainment, captivating audiences across different mediums. Nivedita Basu acknowledges the enduring appeal of love triangles and their universal resonance.
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She remarks, “I think love triangles work irrespective of the medium, whether it is theatre, cinema, television, or OTT. It’s fascinating to see how characters navigate complex relationships when faced with challenging situations. Sometimes it’s love, sometimes it’s money, sometimes it’s lust, sometimes it’s some other angle. The reasons may change, but love triangles remain a potent storytelling device.”
Nivedita recalls iconic love triangles from television, such as the one in “Kasautii Zindagii Kay” involving the characters Bajaj, Anurag, and Prerna. These compelling narratives have left a lasting impact on viewers and continue to be a staple of storytelling.
Upcoming Projects at Atrangii
Nivedita Basu provides a glimpse into the exciting projects in the pipeline at Atrangii. She mentions an eagerly awaited reality show titled “King,” featuring Divya Agarwal. Additionally, she hints at upcoming projects like “Bargain” and “Kaneez.”
One of the intriguing projects she mentions is a slice-of-life show originally titled “Lappad,” which has been renamed as “Kacha Papad Pakka Papad.” These diverse offerings showcase the versatility and creativity of content creators at Atrangii as they continue to cater to the evolving tastes of the audience.
Nivedita Basu’s insights into the changing landscape of content in television and OTT underscore the importance of embracing diversity and innovation in storytelling. As content continues to evolve, creators and platforms are in a prime position to cater to the diverse and discerning preferences of the modern audience. Atrangii’s commitment to exploring new narratives and genres reflects the ever-expanding world of entertainment possibilities.
