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HindustanTimes Thu,24 Apr 2014

Life OK channel gets makeover

Kavita Awaasthi, Hindustan Times  Mumbai, April 14, 2012
First Published: 14:20 IST(14/4/2012) | Last Updated: 14:22 IST(14/4/2012)

When it launched, it stood out as the one channel to air show episodes seven days a week in a 20-minute format with two-minute ad breaks. But from April 23, Life OK will go for an overhaul and will shift to a 30-minute, five days a week show format. With its original strategy, the channel cashed in on viewers who found weekend TV boring. Will this change help them?

Actor Karanvir Bohra (Saubhagyavati Bhava) welcomes the change, saying, “It’s a wise decision. People can watch shows for a little longer, daily. I don’t think the viewership will be affected.” Producers Ragita Sharma of Tum Dena Saath Mera and Sumeet Mittal of Main Laxmi Tere Angan Ki, confirm the news. Sumeet says, “We heard about it, but there is no official word from the channel.”

Actor Adaa Khan (Amrit Manthan) feels, “It’s a good relief for actors as we won’t have the stress of shooting seven episodes a week. But TRPs on weekends were higher as people watched fresh episodes, not re-runs. I hope we don’t lose out due to that.”

Actor Sudeep Sahir (Main Laxmi Tere Angan Ki) disagrees: “I don’t think the viewership will be affected as most people are out on weekends. Now the audiences can enjoy lengthier episodes.”

Viewers have mixed reactions to the change. Shilpi Jhawar, 29, says, “It’s not a great idea as weekends don’t have fresh content and there’s nothing great to watch on TV on those days.” Rajeshwari Subbaiah, 28, feels, “New episodes on weekends is why I got hooked to Life Ok. Reruns on weekends will be a disappointment.” Priti Mundhra, 34, adds, “Shows start and end soon in the 20-minute time, so it’s good to have a proper 30-minute slot.” Ajit Thakur, General Manager of Life OK was unwilling to comment on the subject.

Other changes
Family dramas Tum Dena Saath Mera and Meri Maa will be axed due to poor TRPs, while the cop drama Hum Ne Li Hai — Shapath will become bi-weekly. Two new shows, Aasman Se Age at 10.30 pm, a fictional story about a girl’s dream to make it big in a TV reality show and a crime show Crime Alert — Sawadhan India at 11 pm, will be launched. Meanwhile, the channel plans to catch visibility by sponsoring last year’s IPL champion, Chennai Super Kings, and their logo will be seen on the jersey of the team, throughout the tournament.

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