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There was much cheer last week when Life OK took the #3 slot amongst Hindi GECs in the weekly TAM ratings. But we held back and said that we should wait for another week before interviewing Ajit Thakur, Star India General Manager and Business Head of the channel. The weekly numbers that came out yesterday saw Life OK ahead yet again. MxMIndia spoke with Mr Thakur, hours after it was known that Life OK was the #3 Hindi GEC for the second consecutive week as per TAM numbers.
India might still not be in the throes of the beautiful game, but there is no giving the fact that the popularity of the sport is slowly and steadily seeping through towns and cities of India, particularly among the youth. And the Indian sports broadcasters who have till now put all their energy and resources into one sport (read cricket) are also beginning to take notice of the changing landscape.
After taking No. 3 position last week, Life OK has further strengthened its position and is now at the kissing distance from Zee TV.
Market leader, Star India's success with its second channel, Life Ok (which last week took the third spot in the GEC chart, pushing Colors to the fourth slot) has definitely been an incentive for the other broadcasters to go ahead with their respective second Hindi GE channels.