Extending the concept of event-based programming concept after ‘Ram Leela’, Life Ok is all set to launch its new show ‘2612’ based on the nation-wide terror attack that we witnessed in 2008.
The show will be a topical show reflecting today’s society. Earlier, the channel had launched ‘Ram Leela’ during the Diwali period, following a festival-based programming approach in order to encourage audience connect.
Unlike ’Ram Leela’ which was a finite episode show, ‘2612’ will be a weekday daily fiction show. It will be aired on the 9PM prime time slot from November 26, 2012. The launch date of the show also marks the date of the Mumbai terror attacks.
According to Ajit Thakur, General Manager, Life Ok, the show is not meant to create fear in the minds of the people but intends to stress on how being vigilant will enable the common man to fight terror.
Programming wise, ‘2612’ would not be replacing any other show. Till November 21, Life OK will be airing Maha-episode everyday of ‘Mahadev’ and ‘Amrit Manthan’ for 45 minutes. From November 22, 2012, all the episodes will be aired for 30 minutes and the making of ‘2612’ will be telecast at 9PM on November 22 and November 23, 2012.
The channel will be undertaking an extensive marketing campaign to create awareness about the show. Different media platforms such as television, OOH, print, digital and social media will be used. According to Thakur, the marketing campaign will be unique and in the form of a public service initiative.
The story of ‘2612’ revolves around terrorism, and how a simple KG teacher finds herself involved in a terror plot that is more than 26/11, a plot known as ‘2612’.