MUMBAI: Star India’s 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 Media’s 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, it’s 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 Bhava’s 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 it.
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.
Zee TV and Colors shared second spot with 213 GRPs each. While Colors added 12 GRPs to its last week’s tally, Zee TV lost 11 GRPs.
Zee TV’s DID Li’L 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.
Sab 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.
