We want to become the talent powerhouse: Ajit Thakur

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Dileep Kumar

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MUMBAI: Two years ago when Star India decided to reinvent one of its older channels Star One as Life OK, little did it know that it would be one of the most successful turnaround stories scripted in recent television history.
Life OK not only climbed up to the number three position in week 22 of TAM's TV ratings; it also made naysayers sit up and take notice and even give their nod of appreciation.
The channel’s general manager Ajit Thakur shares with I ndiantelevision.com how Life Ok made it to the top three while revealing what’s in store for viewers in the coming months.
“I don’t feel any different than any other day. I strongly feel we are a work in progress. This has happened today, tomorrow, we might go back to being number four. Who knows some day; we might even be number two. The important thing is that it keeps us growing,” Thakur begins.
Life OK believes in doing things differently, he says. “We always think differently. Conventional television wisdom dictates that no one should plan high points during IPL or big cricket. Everyone has their high points and launches planned for the second week of June. But we just went ahead withTumhari Pakhi,Savdhaan India,Naadan Parindeand theLife OK Now Awards… we put all of these high points in the same week as the IPL finale. We fundamentally believe that people continue to watch entertainment whatever happens outside of it. Second, we know everyone else will not plan for it so we did,” he elaborates.
The channel also does not believe in underestimating the competition. “We won’t do anything to retain the number three position; we will do everything to keep growing. We believe not to underestimate any competition and our biggest competition is Star Plus, they are way ahead. In general, we have a long way to go,” he says.
Three things have been planned for the next six months, he informs. Firstly, Life OK will undergo a brand refresh in the next two to three months in terms of looks, visuals and packaging. “It will be more reflecting of our thought content. We haven’t done any refresh since our launch because we wanted to create a channel base before we went ahead and did the next level on the brand. For people who watch the channel, it will just be an extension of what the channel is,” he elaborates.
Part of the refresh plan is launching six new shows. “We are working with agencies in India and outside. We should till December have 50 per cent new shows on the channel,” says Thakur, adding it could be dailies or even once or twice a week shows. “Whatever the story demands, we will look at all those formats. But yes, sometimes, we do have to shut the story if not done well.”
Secondly, Life OK will look for more new stories. As Thakur puts it, “We have set a benchmark for new genres. We want to find now more new stories and that as time goes by, we will become the next level of Life OK.”
Thirdly, the channel will look for new producers and agencies as collaborators. “We have always taken pride in working with new people, both inside Life OK and the people we work with outside, our producers and agencies. We are throwing the house open for new people to come and work with us.
READ MORE-http://www.indiantelevision.com/television/tv-channels/gecs/we-want-to-become-the-talent-par-house-ajit-thakur-140610
 
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