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MUMBAI: It’s a channel that had
promised to be different and has
stayed true to its word till date.
Exactly two and half years ago, on
the launch day, it had organised an
eight-hour-long Mahadev Rockathon
at a Mumbai hotel, which could be
viewed online, as numerous rock
bands, including Parikrama, Agnee,
Euphoria and Shaa'ir and Func,
strummed songs.
Done by none other earlier, Life OK,
the sister channel of Star Plus, broke
the conventional shackles to free the
views of the usual saas-bahu dailies.
Growing steadily in terms of
viewership ever since its launch in
December 2011, the channel has
carved a distinct identity for itself on
the back of its immensely popular
shows like Mahadev, Saubhagyavati
Bhava, Savdhaan India and now Laut
Aao Trisha, all focusing on different
social issues.
Once known as a re-packaged
replacement for Star One, which had
failed to generate eyeballs, Life OK
started off with 2 per cent market
share, now enjoying a good 14 per
cent market share.
The next big change...
Thakur does not wish to be an
alternative platform anymore. This
Diwali, the channel aims to be a
primary destination. “What is
important is what we have built as
an alternative proof, now in the next
three months we want to tell them
this is your primary destination,
everything else is alternative. This
Diwali, there is no bigger
entertainment destination than Life
OK.”
The channel is adding seven
properties to its kitty. Come 7
October, in the lines of
Saubhagyavati Bhava , viewers will be
introduced to a women’s journey
towards independence by Ekta
Kapoor’s Balaji Telefilms, titled Ajeeb
Dastan Hai Yeh at 9:30 pm.
Planning to tap into the comedy
genre for a very long time, it is set to
review the definition of fun and
laughter with Comedy Classes at 10
pm from 7 October. Breaking away
from the usual practice of airing
comedy on weekends, the channel is
launching a daily sitcom with the
popular TV comedy stars.
Next up, for the first-time ever the
channel will telecast the world
television premier of the movie, 2
States. “I deeply believe that the film
has a strong social topic. Divide on
basis of caste, religion is just
artificial and love prevails over it,”
says Thakur.
On the occasion of Diwali, viewers
will be treated with a grand event
with big Bollywood stars. This will be
followed by Vipul Amrutlal Shah's
action-thriller show staring the youth
icon Ranvijay Singh, which will hit the
television screens in the first week of
November replacing the on-going
reality show Dare 2 Dance. One more
big name to the channel’s stable is
Sooraj Barjatya’s new love story.
Taking mythology to the next level, it
plans to launch a big mythology in
the month of December.
“From October to mid December,
seven big properties all put together
in the span of 10 weeks, which
normally takes a year to do. We are
establishing the channel’s identity of
differentiated content,” says Thakur.
To tell the world about its revamp,
the channel is putting full marketing
muscle behind it. Every week, one
will see promotions on 50 TV
channels along with live sports,
outdoors, malls and buses.
Moreover,
the channel for the first-time ever
has done cinema hall branding and
promos, which will go on till
December. Even digital, radio and
print will not be spared.
Not only TV advertising, but the
channel is focusing strongly on cable
advertising as well. “We have always
dependent on the reach of television,
but this time we are going beyond.
We are doing cinema integrations and
cable activations which is new.”
http://www.indiantelevision.com/television/tv-channels/gecs/life-ok-revamp-from-being-alternate-to-primary-141006
promised to be different and has
stayed true to its word till date.
Exactly two and half years ago, on
the launch day, it had organised an
eight-hour-long Mahadev Rockathon
at a Mumbai hotel, which could be
viewed online, as numerous rock
bands, including Parikrama, Agnee,
Euphoria and Shaa'ir and Func,
strummed songs.
Done by none other earlier, Life OK,
the sister channel of Star Plus, broke
the conventional shackles to free the
views of the usual saas-bahu dailies.
Growing steadily in terms of
viewership ever since its launch in
December 2011, the channel has
carved a distinct identity for itself on
the back of its immensely popular
shows like Mahadev, Saubhagyavati
Bhava, Savdhaan India and now Laut
Aao Trisha, all focusing on different
social issues.
Once known as a re-packaged
replacement for Star One, which had
failed to generate eyeballs, Life OK
started off with 2 per cent market
share, now enjoying a good 14 per
cent market share.
The next big change...
Thakur does not wish to be an
alternative platform anymore. This
Diwali, the channel aims to be a
primary destination. “What is
important is what we have built as
an alternative proof, now in the next
three months we want to tell them
this is your primary destination,
everything else is alternative. This
Diwali, there is no bigger
entertainment destination than Life
OK.”
The channel is adding seven
properties to its kitty. Come 7
October, in the lines of
Saubhagyavati Bhava , viewers will be
introduced to a women’s journey
towards independence by Ekta
Kapoor’s Balaji Telefilms, titled Ajeeb
Dastan Hai Yeh at 9:30 pm.
Planning to tap into the comedy
genre for a very long time, it is set to
review the definition of fun and
laughter with Comedy Classes at 10
pm from 7 October. Breaking away
from the usual practice of airing
comedy on weekends, the channel is
launching a daily sitcom with the
popular TV comedy stars.
Next up, for the first-time ever the
channel will telecast the world
television premier of the movie, 2
States. “I deeply believe that the film
has a strong social topic. Divide on
basis of caste, religion is just
artificial and love prevails over it,”
says Thakur.
On the occasion of Diwali, viewers
will be treated with a grand event
with big Bollywood stars. This will be
followed by Vipul Amrutlal Shah's
action-thriller show staring the youth
icon Ranvijay Singh, which will hit the
television screens in the first week of
November replacing the on-going
reality show Dare 2 Dance. One more
big name to the channel’s stable is
Sooraj Barjatya’s new love story.
Taking mythology to the next level, it
plans to launch a big mythology in
the month of December.
“From October to mid December,
seven big properties all put together
in the span of 10 weeks, which
normally takes a year to do. We are
establishing the channel’s identity of
differentiated content,” says Thakur.
To tell the world about its revamp,
the channel is putting full marketing
muscle behind it. Every week, one
will see promotions on 50 TV
channels along with live sports,
outdoors, malls and buses.
Moreover,
the channel for the first-time ever
has done cinema hall branding and
promos, which will go on till
December. Even digital, radio and
print will not be spared.
Not only TV advertising, but the
channel is focusing strongly on cable
advertising as well. “We have always
dependent on the reach of television,
but this time we are going beyond.
We are doing cinema integrations and
cable activations which is new.”
http://www.indiantelevision.com/television/tv-channels/gecs/life-ok-revamp-from-being-alternate-to-primary-141006
