Star Indias gamble of ceasing non-performing second
rung Hindi general entertainment channel Star One and starting
afresh with a channel sans Star branding is paying off.
Life OK, the second Hindi GEC channel from the Star stable,
has reached its all time high with 123 GRPs (gross rating
points) in the week ended 19 May.
As per Tam data for the Hindi speaking markets (C&S, 4+),
the channel has added 33 GRPs in the week. It has also overtaken
Multi Screen Medias second Hindi GEC Sab to capture
the fifth position on the GEC ladder.
We are happy that within six months of launch we have
reached so far. What is important is that viewers are connecting
to our core philosophy of appreciating what we have.
All our shows are highlighting a cause or issue and viewers
are appreciating it, Life OK GM Ajit Thakur told Indiantelevision.com.
He added that despite very big shows, its the philosophy
and disruptive strategy which is working for the channel.
For Life OK, its mythological show Devon Ke Dev Mahadev remained
the top gainer. With the high point during the week, the average
weekly ratings of the show surged from 1.1 TVR in the last
week to 2.3 TVR in the week ended 19 May.
Also, Saubhagyawati Bhavas average ratings have gone
up to 1.4 TVR from 1.1 TVR in the previous week.
Thakur said that in the coming week, two shows - Saubhagyawati
Bhava and Mai Laxmi Tere Aangan Ki will have high points,
which will further give a peak to the channel. The channel
will also have a week-long special of Savdhan India.
Thakur said that Star India has allowed the channel to take
big risks and that he has the youngest team with passion and
commitment to run the channel, which is helping in growing
Launched on 18 December last year, Life OK had debuted with
87 GRPs in its kitty.
Meanwhile, a look at the other channels scorecard:
Star Plus maintained its lead, even if it lost 14 GRPs during
the week. The channel ended the week with 262 GRPs. Satyamev
Jayate rated 4.4 TVR in HSM markets (All 4+, HSM) and a national
TVR of 3.7 (All 4+, All India).
These are simulcast ratings of the original episode aired
on Sunday morning 11 am across nine channels (Star Plus, Star
Pravah, Star Jalsha, Star World, Star Utsav, Star Vijay, Asianet,
ETV Telegu and Doordarshan).
Four of its primetime shows found place among the top 10 shows
on the Hindi GECs.
TV and Colors shared second spot with 213 GRPs each. While
Colors added 12 GRPs to its last weeks tally, Zee TV
lost 11 GRPs.
Zee TVs DID LiL Masters and its auditions episode
featured in the top 10 shows while Colors had only Balika
Vadhu in the list.
Sony Entertainment Television (Set) followed with 210 GRPs,
losing seven GRPs during the week.
was the biggest loser in the week. It lost 15 GRPs and slipped
below Life OK to end the week at 116 GRPs (last week 131 GRPs).
Sahara One maintained its status quo with 39 GRPs (last week
40), while Imagine TV, which has ceased original programming,
closed the week with 2 GRPs.