As per the ratings data sourced from TAM subscribers for Week 22 (May 25-31) of 2014, Life OK registered growth in viewership, bringing it up to No. 3 and taking it ahead of Colors with gross viewership of 365 million TVTs, up from 333 million TVTs secured in the previous (Week 21).
Zee TV and Sony Entertainment Television also saw growth. While Star Plus was at No. 1 position with 655 million TVTs, Zee TV was at No. 2 with 400 million TVTs. Colors slid to No 4 with gross viewership of 347 million TVTs.
What worked for Life OK?
Since its inception, Life OK was perceived to be a second rung GEC, but time and again the channel has given stiff competition to the mainline GECs. The channel has been consistently above Sony and SET, the two GECs from the MSM Group and has now surpassed Colors in Week 22 of 2014.
According to Ajit Thakur, GM and Business Head, Life OK, “Most of the GECs declined in the last week of IPL, but we had high points and had planned for the entertainment audience. We had high points in the week, especially ‘Savdhaan India’, ‘Tumhari Pakhi’, ‘Shapath’ and Now Awards. We took on the finale of IPL and this paved the way for us.”
However, senior sources in the industry have shared that ‘Savdhaan India’ has had a lion’s share in the GRPs, contributing to almost 64 per cent of the entire pie. The crime show hosted by Sushant Chopra focuses on real life crime stories in India and enjoys popularity among the masses. Speaking on the show, Thakur said, “’Savdhaan India’ is a crime show of its kind and no other show in India inspires people against crime as it does. It is an hour-long format and is aired seven days a week. Therefore, the contribution might be more than other shows.”
‘Mahadev’ has been considered to be the flagship show for the channel. Life OK’s other prominent shows include ‘Shapath’, ‘Gustakh Dil’, ‘Nadan Parinde’ and ‘Hatim’, among others.