NEW ARTICLE

Last month, Star Networks pulled the plug on its youth-oriented channel, Star One. Keeping in step with the changing dynamics of the society, they wanted to address a "multi-layered" audience, something they felt neither Star Plus nor Star One had been able to achieve. So, Life OK was launched with a mix of fictional, reality and mythological shows.

"Life OK addresses a certain mindset, not an age-group," explains Ajit Thakur, General Manager, Life OK. "We are looking at a 15-plus audience, and through our stories, we wish to showcase the core of Indian middle-class families where material aspirations are high but values are equally important," says Thakur.

The channel currently has on air Meri Maa, Dil Se Di Dua...Saubhaghyavati Bhava, Tum Dena Saath Mera, Devon Ke Dev...Mahadev and the reality show Sach Ka Saamna. However, the programming does not seem very different from other general entertainment channels (GECs) on air, including its sister-concern, Star Plus. Bank official Bindu Pillai who watches Dil Se Di Dua, says, "The show deals with the trials of Jahnvi, faced with an over-possessive and abusive husband, while Tum Dena Saath Mera is about a couple who moves to Mumbai after marriage and their struggles in the city. The concepts are good, but the angst and struggles of individuals have been showcased by other channels too," she points out.