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Confirmed: Life Ok launches 'Amrit Manthan' Feb 23, 2012 10:53 PM| |
Starting from Sunday 26th February at 20:20, 'Amrit Manthan' will telecast every day. The show will highlight the importance of a strong value system and familial ties than riches and social status. It is a royal drama set in Punjab and is based on the story of two sisters, Amrit and Nimrit, who regress from being best friends to the worst of enemies, an animosity that is sparked by a dwindling dynasty, a facade of royal wealth and excessive pride and greed. As part of its launch strategy, 'Amrit Manthan' will broadcast for a 40-minute special in its first week resulting in 'Tum Dena Sath Mera' taking a one-week break. 'Zindagi Kahe Smile Please' which airs currently in the 20:40 slot, will move to weeknights at 22:40. Life Ok GM Ajit Thakur said, "Amrit Manthan is a show based on the animosity between two sisters with conflicting value systems - one is ruled by desire and the other by sacrifice. It's the first time that a fiction drama is focusing on two sisters as protagonists. The show represents the Life OK philosophy, which urges people to nurture strong family relationships as opposed to prioritising greed, wealth and pride. If your life is balanced with good, healthy relationships, that's the only way life is ok." After its first week of launch, 'Amrit Manthan' will air in a regular 20-minute capsule everyday at 20:40. ---------------------------------------------------------------------- http://media247.co.uk/bizasia/newsarchive/2012/02/confirmed_life.php |
Life OK launches new fiction Amrit Manthan (23 February 2012 8:51 pm) | |
MUMBAI: Life OK, the newly launched Hindi general entertainment channel (GEC) from Star India stable, is launching a new fiction property in the 8.20 pm band. Life OK GM Ajit Thakur says, "Life OK has always prided itself in creating unique and engaging content for the viewers that is also very relatable. In keeping with this promise, Amrit Manthan truly stands out against the various sibling stories on television as this show highlights the "rivalry" between two sisters a huge contrast to the usual "bonding" that has formed the crux of many stories. The show also attempts to bring to fore the imbalances of life, highlighting how excessive pride and greed leads to ruined relationships." The channel said that Amrit Manthan highlights a very key problem of today's imbalanced life – that excessive pride and greed can ruin relationships. It displays the gnawing importance given to wealth and social status by society today. Amrit Manthan is produced by Rajan Shahi Productions that is known for its production values and story-telling vision. Life OK runs all the shows everyday with an average episode running time of 20 minutes, unlike other GECs. ----------------------------------------------- http://www.indiantelevision.com/headlines/y2k12/feb/feb230.php |