Life OK takes birth as Star One is given a quiet burial

Star India launched its new channel in the GEC space on Sunday, focusing on the things that matter most. Interestingly, the channel from the Star bouquet does not carry the 'Star' branding in its title

BestMediaInfo Bureau | Delhi | December 19, 2011

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 , 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.

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