MUMBAI: Finally it is happening. Star One, the youth-focussed Hindi general entertainment channel from the Star India stable, is going to be replaced by a new channel ‘Life OK’ on 18 December.
While Star One will cease operations on 16 December, Life OK will go on air on 18 December. The channel will also have a complete new set of programming and packaging sans “Star” branding.
The channel’s philosophy is “cherishing what you have”. Life OK will remind and invite everyone to value the things that well and truly matter in life like family ties, relationships, valuing traditions and peace of mind, while in the eternal quest for more.
Among the programming, Life OK will have shows like Devon Ke Dev... Mahadev (8 pm), Tum Dena Saath Mera (8.20 pm), Meri Maa (9 pm), Dil se di dua... Saubhagyavati Bhava?, Sapno Ke Bhanwar Mein and Hum Ne Li Hai...Shapath.
Star India was in the process of transforming Star One since quite some time. It had appointed former Sony Entertainment channel EVP and business head Ajit Thakur as GM for Star One in August.
The decision was fuelled by the fact that seven-year old Star One, which was giving a tough fight to Sony at some point of time, was lagging behind, garnering only 30-40 GRPs (gross rating points) on a weekly basis. At the same time Sab, the comedy family entertainment channel from Sony has also gone way ahead.