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Arré, the original content platform, has launched Arré Studios with focus on original shows in collaboration with international and domestic OTT platforms, broadcast television and movie screens. The studio will be genre and format agnostic, in line with the fast-evolving tastes and appetites of audiences across the country.

The studio has also roped in veteran film-maker and ad-man Harsh Dave as Executive Producer to strengthen their development and execution capabilities in the original content space.

With the original content market in India expected to be a multi-billion-dollar opportunity, Indian and international OTT platforms have acknowledged original programming as the driving force for growth of subscribers and viewers. Broadcast television, too, is looking for new idioms in entertainment programming. Arré is aiming to be a significant player in this space.

The studio is putting together a team comprising domestic and international talent to help build creative scale and collaborate with the best across the world. The studio has already begun work on a number of shows, including originals in regional languages.

“We’re hugely excited about our studio projects, which I believe could be breaking new ground in the original content space in India. We’re looking to put together a varied and exceptional talent pool for the venture and I’m delighted to have Harsh join our team,” said Sanjay Ray Chaudhuri, Co-Founder and Creative Head, Arré.

Commenting on the development, Ajay Chacko, Co-founder and CEO, Arré, said, “Harsh brings with him tremendous amounts of experience and creative energy. His repertoire is fairly diverse and spans interesting work across TV, Bollywood, Hollywood and advertising. With him on board Arré Studio, we hope to double our efforts to bring high-quality entertainment to Indian and international audiences.”

Speaking about his plan for Arré Studio, Dave said, “Arré has been quite cutting edge with respect to its originals slate on its platform and I’m excited about the next slate of projects, which are bigger and better. We aim to become the country’s foremost studio in quality original programming and I’m delighted to be part of this journey.”

In a little over two years of launch, Arré has created multiple fiction and reality show franchises and properties such as A.I.SHA My Virtual Girlfriend, Official Chukyagiri, Official CEOgiri, The Real High, I Don’t Watch TV, The Adventures of Abbaas Mastan, Arré Ho Ja Re-gender, This Week in Food, The Farm Life.