Star India Launches New Hindi Entertainment Channel


MUMBAI: Life OK is a new Hindi general-entertainment channel from Star India that will take the place of Star One starting December 18.

The channel’s philosophy is "Life is Good." The actress Madhuri Dixit will be the narrator. Life OK will be launched in a three-day roadblock across Star India’s entire network. Highlight shows on the launch slate include Meri Maa, which focuses on the bond between mother and child; Sach Ka Saamna, spotlighting moral and economic corruption; Mahadev, the story of Shiva’s journey from ascetic to householder with the focus on religion as the ultimate moral compass, and Smile Please, about the values that bind families together.

"Life OK is a unique name which is in itself a statement of its philosophy, compelling content that flows from that philosophy and an unprecedented focus to cater to the viewer’s needs," said Uday Shankar, the CEO of Star India.
He added, “We found that viewers wanted better value for their time. Hence the stories on Life OK will be told seven days a week and will feature three stories every hour. People often said that they did not understand why we were doing a certain story and hence Madhuri Dixit will be the Sutradhar—a completely novel introduction on Life OK. Everybody that we spoke to said that they wanted shorter ad breaks, so Life OK will have the shortest ad breaks for any channel anywhere in this country.”

Sanjay Gupta, the COO Star India, commented: “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 (In your pursuit of a better tomorrow, don’t forget to cherish the present).”

"Recognizing the importance of youth the brand will be launched via a week long digital engagement plan and the biggest online concert ever with an eight-hour long Life OK Rockathon exclusively for the web, Gupta added.