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Ajit Thakur, general manager, Life OK said, "We will be launching an aggressive content and marketing exercise. This is the sort of content revamp that a GEC would ususally carry out over a year, but we have decided to do it in three months. Over the past two and a half years, we have reached a certain level, and now want to go to the next level. We have a formidable share of 14 per cent in the GEC market and now want to provide even more differentiated content."
21st Century Fox co-chief operating James Murdoch said, “I think all of our business is risk. We like to look at a competitive landscape where you might have strong incumbents in a place, but we like to look at places where we think we can make a challenge.”
Uday Shankar, CEO, Star India said, “Star India has always endeavored to bring to our audiences, innovative content that takes the Indian Television viewing experience to the next level. Everest is another big leap for us in that direction. We are proud to have partnered with a visionary like Ashutosh Gowariker who is one of the most adept story-tellers of our country. EVEREST is a stunning visual delight and an attempt at presenting something never-seen-before to our viewers. I am sure that the story of our protagonist Anjali will resonate with millions in India and inspire them to conquer their own EVEREST.”
Ajit Thakur, EVP and GM, Life OK said, “We wanted to use Diwali as a big push during this quarter so that we are considered the best GEC. And I am saying the best, not top, as beyond a point we don’t control the numbers. But we want people to stand up and take notice of this channel that is very different from the others. In the Diwali quarter we started with Dare2Dance and Ekta (Kapoor’s) show (Ajeeb Daasthan Hein Ye) is launching soon. We are set to reinvent comedy through Comedy Classes.”