Life OK is going to strengthen its weekend programming line-up with new fiction show ‘Ek Thhi Naayka'. The eight-part series would be telecast for eight weeks at the 11PM time slot.
With this new show based on the regional forklores, the channel will once again undertake a finite initiative as a part of its programming strategy. Earlier the channel had experimented with finite series based on events specific to a particular time of the year such as ‘Ram Leela’ and ‘2612’, which worked for the channel.
Ajit Thakur, General Manager, Life OK stated, “The content is a bit edgy and we wanted to let the script remain undiluted. Hence, we decided to air it on the 11PM time slot and allow it for viewing by mature audiences.”
The television series is also a part of the marketing initiative to promote upcoming movie ‘Ek Thhi Dayan’. The move uses the concept of film and television integration, going beyond just appearances on shows or in-serial integrations in an episode of fiction shows on television. This might be the beginning of a new trend that sees an entire series being created for an upcoming movie.
Thakur believes that the theme of the movie has enough meat for a TV show and the outcome of this would lead to marketing of both properties.
In order to create buzz about the new show, the channel is focussing on digital and cinema, in addition to television. As a part of cinema advertising, the promos of the show would be aired across 400 screens.
The eight-part TV series stars Smriti Irani, Sakshi Tanwar, Mouli Ganguly, Ankita Lokhande, Kritika Kamra, Shweta Tiwari, Pooja Gor and Amna Shariff and is produced by Balaji telefilms. These TV icons will be seen in avatars from different Indian states and regions. Each episode would showcase each Naayka’s struggle against evil.