Press Release

Life OK Turns Up the Volume on the Things that Matter Most

17 December 2011

A bold new space comes to life in the entertainment sector

Mumbai, December 17: Life OK, Hindi GEC's newest brand will go on air this Sunday, December 18. In a country where rapid economic growth has triggered a race for prosperity, leaving millions anxious that they will be left behind, people often forget to cherish what they have. The channels encapsulating message is -- 'Life is ok.'

"Life OK is a unique name which is in itself a statement of its philosophy, compelling content that flows from that philosophy and an unprecedented focus to cater to the viewer’s needs," said Uday Shankar, CEO Star India

“We found that viewers wanted better value for their time. Hence the stories on Life OK will be told seven days a week and will feature three stories every hour. People often said that they did not understand why we were doing a certain story and hence Madhuri Dixit will be the Sutradhar – a completely novel introduction on Life OK.  Everybody that we spoke to said that they wanted shorter ad breaks, so Life OK will have the shortest ad breaks for any channel anywhere in this country,” he added.

Madhuri Dixit will be the channel's vivacious Suthradhar and will guide viewers about the stories on the channel and its link to the channels philosophy.Life OK will have a unique emoticon which projects its Life is Good philosophy with a glow that represents the optimism and spirit of the brand.

Sanjay Gupta, COOStar India speaking about the launch said: “The channel’s positioning is well captured in the Launch Brand film that delivers a powerful message in an entertaining way – “Kal ki soch kar dhat teri ki karte reh gaye – toh aaj ka kya hoga pyaare?”

In a first, Life OK will be launched in a disruptive 3 day roadblock across Star India's entire network, the biggest in Indian advertising history. The outdoor plan will reach 101 towns going where no entertainment brand has reached before.

"Recognizing the importance of youth the brand will be launched via a week long digital engagement plan and the biggest online concert ever with an 8 hour long Life OKRockathon exclusively for the web,“ Gupta added.

The marquee shows of the channel cover a wide spectrum each focusing on an underlying value:

Meri Maa, pays tribute to the special bond of mother and child

Sach Ka Saamna, second season will have a new theme -'Bhrashtachar ke Khilaaf', a pathbreaking show that will put the spotlight on the all pervasive moral and economic corruption and  ends with the thought that from truth will emerge a new beginning It will be anchored by the charismatic Rajeev Khandelwal.

Mahadev, a period epic story of Shiva’s journey from ascetic to householder draws on religion as the ultimate moral compass.

Saubhagyavati Bhava is a cautionary tale of a young woman, whose parents lay focus on external appearances rather than inner values, when choosing her spouse.Smile Please, shares that the glue that binds a family is the values you inherit not the wealth you earn.

Tum Dena Saath Mera will show how the simple joys of life are casualties in a materialistic world.

As the new year beckons, start your new journey with--Life Ok, starting December 18, at 8 pm.

About Star:-

STAR India is a leading media and entertainment company, broadcasting 33 channels in eight languages to more than 400 million people every week across India and more than 100 countries across the globe. Its channel portfolio includes household brands Star Plus, Star One, Star Gold, Channel [V], Star Jalsha, Star Pravah, Star World, Star Movies, Star Utsav and joint venture channels Asianet, Asianet Plus, Star Vijay, Suvarna, Star News, ESPN and Star Sports. STAR India also manages a portfolio of business ventures including DTH operator Tata Sky, Cable system Hathway, channel distributor Media Pro Enterprise, news channel operator MCCS, south Indian broadcast business of Asianet channels and STAR Vijay, film producer and distributor Fox STAR Studios India and STAR CJ Home Shopping.  It business has greater breadth and depth than any other broadcaster in the country.

Star India is a fully owned subsidiary of News

For further information please contact:-

In Delhi:                                                                                                                                                                         

Parul Sharma                                                                               

Assistant Vice President, STAR India Pvt. Ltd.                          


In Mumbai:

Amita Chhatriya                                                                       Tania Sikand

Asst Manager, STAR India Pvt. Ltd.                                            Executive, STAR India Pvt. Ltd.                                            

09821380517                                                                           09820103858

HANMER MS&L (In Mumbai)

Pragati LuhadiaAyushi Manihar


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