Press Release

Life OK's fourth love story in a row

12 November 2013

?Christened Tumhaari Paakhi, the new show on the channel is the fourth love story to appear in six months. Life OK has refrained from bringing regular love-sagas and soap-operas for a long time. Popular for its disruptive programming, the second GEC from STAR India, Life OK has remained among the top five Hindi GECs for about a couple of months now.

The channel recently launched other love stories like Gustakh Dil, Do Dil Ek Jaan, Ek Boond Ishq and Kaisa Yeh Ishq Hai, all with different twists. 

The much talked about show, The Bachelorette India, is coming to a close and the channel chooses to replace the high investment reality show with the new literature based love story on November 11. Tumhaari Paakhi is a story about Anshuman (Iqbal Khan), a handsome and powerful businessman from Shimla, and pretty, simple and good natured tourist guide Paakhi (Shraadha Arya), from Chittor. The two, married in childhood, meet again and the story revolves around Paakhi's 18-year wait for Anshuman to acknowledge the relationship. Sources suggest it may be turned into a love triangle.

It is learnt that The Bachelorette currently garners about 2000 TVTs and the channel expects the slot ratings to grow tremendously with Tumhaari Paakhi. Yuvraj Bhattacharya, creative director, Life OK expects the show to be the No. 1 show. "The show has the potential. Moreover, since it's a love story and not something that's led by the female protagonist alone, we expect that it will attract a lot of male audiences too."

Though the storyline is based on Sarat Chandra Chattopadhyay's novel Navvidhan, the production house, Shashi-Sumit Productions, suggests that the backdrop is changed from Bengal to Gujarat. The production house has a few popular shows to its credit, including Punaar Vivaah and Diya aur Baati Hum.

Ajit Thakur, GM, Life Ok, says, "With Tumhari Paakhi, we are innovating and venturing into a whole new genre of general entertainment, book inspired fiction. It adds to the channel's portfolio of differentiated shows, taking a conscious effort to stay away from the usual saas-bahu sagas on television."

9:30 pm is a difficult time slot on the Hindi GEC flock. The show will compete with Yeh Rishta Kya Kehlata Hai (Star Plus), Jee Le Zara (Sony Entertainment Television), Jeanie Aur Juju (SAB TV), Qubool Hai (Zee TV) and Bigg Boss 7 (Colors).

Bhattacharya explains that the channel's differentiated programming is now gaining popularity and loyalty from viewers. "In an industry of three Khans, we are the Ranbir Kapoor," Bhattacharya adds.

With so many show launches back to back, the channel seems to be revamping its content line-up and the officials agree that there is more to come.

Source: Afaqs.com

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