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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.
Ajit Thakur, general manager, Life OK, says, "As a channel, we have always followed a disruptive path. So, in the final week of the IPL, when other GECs were taking it slow, we decided to have high points in most of our shows. This has paid off. Of course, the Now Awards has contributed as well, but it's not solely responsible for the spike with a rating of around 2 TVM."