When one of television’s biggest properties – the Screen Awards – moved from Colors to Life OK, the second Hindi general entertainment channel from the Star stable, some feared there could be a drop in viewership for the Bollywood award show.
Life OK proved the naysayers wrong. The awards ceremony this year had a whopping 9.0 million TVTs, 23 per cent more than the 6.9 million TVTs (ratings provided by Life OK) garnered by Colors for the last year’s edition of the awards show.
The Screen Awards saw Life OK’s gross viewership rising sharply. The channel’s GVTs jumped to 375 million in Week 4 of TAM ratings from 347 million a week earlier. The show on Life OK had Kamla Pasand as the title sponsor and 13 other sponsors.
Life OK officials chose to remain tight-lipped about the financial details of the show. Industry sources said the channel was expecting Rs 1,00,000 to Rs 1,50,000 for 10 seconds, but closed most deals between Rs 80,000-1,00,000.
“The 20th Annual Life OK Screen Awards were the channel’s first big-ticket Bollywood event and we are delighted with the response from our viewers not only in India but all over the world. With a clear intent to disrupt both – how an event is programmed and marketed, with Screen properties, we managed to reach out to more viewers than the biggest events and movies on television (in this year so far) – to be precise 74 million people,” said Life OK general manager Ajit Thakur.
“This is just the beginning of Life OK’s journey to the next level – watch out for more.”
The 20th Annual Screen Awards themed ‘Commemorating heroes’ celebrated excellence in over 30 categories across the entire sweep of filmmaking in the Hindi and Marathi film industry.