Life OK turns 3; sets for a revamp early next year

SarfaRaZ

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MUMBAI: Star Network had a vision
to create its own competition for the
leading general entertainment
channel (GEC), Star Plus. So while on
one side, Star Plus catered to the
women in the households, the
network wanted to create a channel
that catered to the entire family. It
decided to reincarnate one of its
older channels Star One (defunct
youth-oriented) and repackaged it
with a new and fresh content. And
that is how on 18 December 2011
Life OK was born.

The network decided that the
differentiating factor for the channel
will be that it will not fall prey to the
regular saas-bahu soaps. Reason, it
didn’t want to divide the family but
wanted to entertain the entire family
and wanted to go beyond
entertainment and into social media
messaging.

It began with shows like
Saubhagyavati Bhava and Mahadev
which struck a right chord with the
audiences. And since then there has
been no stopping for the channel
which has given hits after hits with
its crime properties like Shapath and
Savdhaan India. So far, the channel
has experimented with four reality
shows - Hunarbaaz, Laugh India
Laugh, Welcome and The
Bachelorette India - all of which
garnered mediocre viewership.

However, when the tough gets going,
the going gets tough. For one hit the
channel gave, it had three failures.
But Life OK EVP and general manager
Ajit Thakur has always enjoyed
failures because according to him
without the low, there is no value of
a high.

Now in its third year, Life OK takes
14 per cent market share of the
entire pie as it continues to showcase
innovative and disruptive content to
stay in the game. Not only did it
climb up to the number three
position by beating Colors in week 22
of TAM TV ratings, it also made
naysayers sit and take notice.

Talking about this year’s highlights,
the channel started the year with its
first big-ticket Bollywood event, The
20th Annual Life OK Screen Awards
that registered a whopping 9 million
TVTs, three per cent more than the
6.9 million TVTs (ratings provided by
Life OK) garnered by Colors for its
last year’s edition.

Riding high on the success of Screen
Awards, the channel decided to get
more Bollywood stars on board and
launched Life OK Now Awards which
celebrates excellence in the field of
film, television and music, every
month. The channel has aired only
four editions till now.

This year, it made many ‘firsts’. The
channel saw the birth of shows like
Comedy Classes, its first stint with
comedy which delivered decent
numbers at the ratings chart and
Dare 2 Dance, its first reality dance
show where the Khiladi of
Bollywood, Akshay Kumar came on-
board as the host. The channel also
introduced an action thriller series
christened Pukaar – Call for the Hero
which is delivering decent numbers.

After a successful three year run, the
channel’s flagship property Mahadev
saw its curtains fall. The culmination
of Mahadev paved way for,
Mahakumbh- Ek Rahasya, Ek Kahani.

READ MORE HERE | Indian Television Dot Com | Life OK turns 3; sets for a revamp early next year
 
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