Life OK hunts for best comedian with 'Laugh India Laugh'

After mythology, thriller, drama, action and reality shows, the channel is all set to explore the comedy genre

BestMediaInfo Bureau | Delhi | July 16, 2012

Laugh India Laugh, the comedy show produced by Endemol India premiered on Life OK on 15^th July at 10 pm. The show is a competition amongst aspiring stand-up comedians. The contestants have been selected from India as well as from different countries across the world, including one female contestant from Pakistan. Shekhar Suman and Chunky Pandey will form the judging panel of the show, accompanied by Mika Singh in the show's first week. The show will also have performances by popular artists such as Raju Srivastava, Chandan Prabhakar and more.

During its initial week, Laugh India Laugh will air daily at 10.30 pm, while 'India decides' the top 18 contestants getting the maximum votes. From thereon, beginning July 21st the show will feature in the weekend slot, Saturday and Sunday at 10 pm for the rest of the competition.

The show will have a run for a period of 14-weeks, and will be using 360-degree communication to market the programme. Ajit Thakur, General Manager, Life OK said, “We will be advertising heavily on television across various channels, print, radio, and outdoor media. We will also be advertising on DTH platforms, bus panels.”

Without divulging the ad spends on the show, he added, “We will also be advertising in the cinemas with 'Cocktail' movie.” The show, according to Thakur, has also signed on healthy mix of sponsors.

“The show plans to make whole of India laugh. It has never been about ratings,” Thakur said when asked about the expectations from the show.

Commenting on the launch, Thakur said, “The programming of Life OK mirrors the life of the middle class India, with our core philosophy being to 'cherish what we have'. Reiterating our philosophy, we believe it's extremely important for people to put aside all their problems and just enjoy life with some great laughter! Thus, we are launching Laugh India Laugh, a show that puts a lighter spin on these struggles and also ensures some great laughs.”

Deepak Dhar, CEO – Endemol India added, “We are very delighted with the launch of the refreshing new series called 'Laugh India Laugh'. We are happy to have the laughter franchise back on air on Life OK. The new contestants with their versatility and talent will have the whole nation in splits. We are certain that this family entertainer will strike a chord with the audience. At Endemol, it is our constant endeavour to create innovative programmes that excite viewers from across various genres.”

Shekhar Suman said, “It feels great to be back judging standup comedy. Standup comedy is a great way of understanding the nuances around you with satirical linings that have been left untouched by the society. 'Laugh India Laugh' is one of the few comedy shows on television to be solely driven by clean comedy content. I believe that's where the beauty of the show lies. I can promise you that some of contestants will become the most popular comedians, beating the current stalwarts.”

“Laugh India Laugh” is my first television show as a judge in the comedy genre. The 22 contestants of the show come from varied backgrounds and it's going to be very interesting to see a clash between such contestants. I am looking forward to some great comedy.” Chunky Pandey said.

Also read: When Life is OK!

Ananya@BestMediaInfo.com

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