New tv channel 'Life OK' launched
Star One has been given a quiet burial,
making way for ‘Life OK’, Hindi GEC’s newest brand from the Star India
stable. It went on air yesterday in the 8 PM time slot. The new channel
is available in the same band as that of Star One. The channel’s
encapsulating message: ‘Life is ok’.
“Life
OK is a unique name in that it is a statement of its philosophy,
compelling content that flows from that philosophy and an unprecedented
focus to cater to viewers’ needs,” said Uday Shankar, CEO, Star India.
Incidentally, this is the first channel from the Star bouquet whose name does not carry the ‘Star’ branding.
Madhuri
Dixit will be the channel’s vivacious ‘Suthradhar’ and will guide
viewers about the stories on the channel and its link to the channel’s
philosophy. Shankar explained, “The stories on Life OK will be
told seven days a week and will feature three stories every hour. But
people often said that they did not understand why we were doing a
certain story. Therefore, Madhuri Dixit will be the Sutradhar – a novel
introduction on Life OK.”
Shankar
also said, “Everybody we spoke to said that they wanted shorter ad
breaks; so Life OK will have the shortest ad breaks for any channel in
the country.”
Life
OK will have a unique emoticon which projects its ‘Life is good’
philosophy with a glow that represents the optimism and spirit of the
brand.
Sanjay Gupta, COO, Star India,
said, “The channel’s positioning is well captured in the launch brand
film that delivers a powerful message in an entertaining way – Kal ki soch kar dhat teri ki karte reh gaye – toh aaj ka kya hoga pyaare?”
Life
OK has been launched in a disruptive three-day roadblock across Star
India’s entire network, the biggest in Indian advertising history. The
outdoor plan will reach 101 towns.
“Recognising
the importance of youth, the brand has been launched via a weeklong
digital engagement plan and the biggest online concert ever with an
eight-hour-long Life OK Rockathon exclusively for the web,” Gupta added.
The
web concert on Sunday included performances by Shankar Ehsaan Loy,
Euphoria, Agni, Shaa’ir and Funk, and Indus Creed. The musical duo of
Salim Sulaiman, Kailash Kher and the talented Shilpa Rao also enthralled
the audience in this never before web concert.
The marquee shows of the channel cover a wide spectrum, each focusing on an underlying value:
‘Meri
Maa’ pays tribute to the special bond of mother and child. ‘Sach Ka
Saamna’, in its second season, will have a new theme –’Bhrashtachar ke
Khilaaf’, a pathbreaking show that will put the spotlight on the
all-pervasive moral and economic corruption and ends with the thought
that from truth will emerge a new beginning. It will be anchored by
Rajeev Khandelwal.
‘Mahadev’,
a period epic story of Shiva’s journey from ascetic to householder,
draws on religion as the ultimate moral compass. ‘Saubhagyavati Bhava’
is a cautionary tale of a young woman whose parents lay focus on
external appearances rather than inner values, when choosing her spouse.
‘Smile
Please’ is about the glue that binds a family – it is about the values
you inherit, not the wealth you earn. ‘Tum Dena Saath Mera’ will show
how the simple joys of life are casualties in a materialistic world.
Star
India’s portfolio includes the brands Star Plus, Star One, Star Gold,
Channel [V], Star Jalsha, Star Pravah, Star World, Star Movies, Star
Utsav and joint venture channels Asianet, Asianet Plus, Star Vijay,
Suvarna, Star News, ESPN and Star Sports.