Life OK isn’t a wkly game; it’s building a future brand: Uday Shankar

In an extensive conversation with exchange4media, Uday Shankar, CEO, STAR India, divulges details on STAR’s biggest move yet – Life OK.

e4m by Noor Fathima Warsia
Published: Dec 19, 2011 9:00 AM  | 8 min read
Life OK isn’t a wkly game; it’s building a future brand: Uday Shankar

At 8.00 pm on December 18, 2011, STAR India closed curtains on Star One and launched a new channel – Life OK. From the thought process behind its programming to the detailing in its presentation, Life OK challenges all conventional norms of the Hindi general entertainment genre.

Life OK packs in three shows in just one hour of programming. It has the shortest ad breaks across television in India. It begins with a strong digital presence and is being supported by one of the most elaborate marketing campaigns for a channel launch in recent times. The channel also has a ‘sutradhar’ in the form of actor Madhuri Dixit.

STAR has created a launch brand film that captures the channel’s positioning with the message ‘Kal ki soch kar dhat teri ki karte reh gaye – toh aaj ka kya hoga pyaare?’ In a first, Life OK is being launched in a three-day roadblock across the STAR India network. The outdoor plan will reach 101 towns in an attempt to “go where no entertainment brand has gone before”. Recognising the importance of youth, the brand is launched through a week long digital engagement plan and an eight-hour long online concert with Life OK Rockathon exclusively for the web.

Life OK has to still evolve its sales strategy, but as STAR India’s CEO Uday Shankar puts it, the focus right now is to establish the brand and drive viewer engagement.

The channel’s core team comprises Channel General Manager Ajit Thakur, the programming team of Gaurav Banerjee, Sanjog Gupta and Dimpi Dey, Dhruv, Sushma and Dhiren in the Marketing and OAP department and Anand Shiv in Consumer Insight.

The most important of all aspects is the thought process on which the programming of the channel is based.

A Positioning of Positivity
The first thing one notices about Life OK is that STAR India has stayed away from the STAR branding for this channel. Life OK is not just a second GEC from STAR India, it is a brand new channel from the Network with a distinct identity of its own.

According to Uday Shankar, the brand name captures the channel’s encapsulating message ‘Life is OK’.

In a conversation with exchange4media, he explained, “Life OK believes that the chase to prosperity can be a mirage, an endless chase. You pay a huge price if ‘norms of success’ come at the cost of sacrificing values. In our chase for what we don’t have, we often forget to cherish what we have. In our quest for happiness tomorrow, we often forget that life is OK today.”

The premise of Life OK’s thought process is that India is at a critical phase of growth. On the one hand, there is ‘India shining’ and on the other hand, there are deep rooted concerns within society reflecting a new anxiety and restlessness. Shankar informed, “Studies show that for majority of India, material prosperity is redefining norms of success and people are afraid that they or their families will be left behind in that race. There is growing concern on whether our life is really ‘ok’? The channel will try to address this concern and turn up the volume on all that really matters in life.”

Same Target, Different Tactic
Like any Hindi GEC, Life OK targets the C&S 4+ in the Hindi speaking markets. In its initial phase, the channel has experimented with its content presentation significantly. Life OK is beginning with three hours of original programming, beginning at 8 pm. There would be seven shows including six shows of 20 minutes each and one non-fiction show of 40 minutes every day.

The marquee shows cover a wide spectrum, focusing on an underlying value. ‘Meri Maa’ pays tribute to the mother and child bond. ‘Mahadev’, a period epic story of Shiva’s journey from ascetic to householder, draws on religion as the ultimate moral compass. ‘Saubhagyavati Bhava’ is a cautionary tale of a woman, whose parents lay focus on external appearances rather than inner values, when choosing her spouse. ‘Smile Please’ shares that the glue that binds a family is the value you inherit, not the wealth you earn. ‘Tum Dena Saath Mera’ will show how the simple joys of life are casualties in a materialistic world.

‘Sach Ka Saamna’, with a new theme 'Bhrashtachar ke Khilaaf' in its second season, will put the spotlight on the all-pervasive moral and economic corruption. Rajeev Khandelwal will anchor the show.

Speaking on the guiding philosophy behind programming, Shankar explained that each show has been created to show the conflicts that arise, when we leave our value systems behind or neglect our most precious relationships. The central protagonist of each show evolves over time to go through a life changing moment. He said, “We have also picked upon issues and concerns that are thought provoking. The core philosophy of the channel not only keeps the viewer engrossed in the plotline and fate of the characters but also raises disruptive questions. You will not see any show that does not conform to the philosophy of the channel and does not underline a value or raise a question.”

Life OK is not Star Plus
How will Life OK be different from STAR India’s flagship channel Star Plus? Shankar replied, “Star Plus urges viewers to strive for the better. Life OK reminds viewers to cherish what they have.”

Star Plus is ‘Rishta Wahi. Soch Nayi’. Shankar explained that the channel provides a fresh perspective on relationships. All the content on Star Plus is true to the channel philosophy and demonstrates ‘nayi soch’, Star Plus is founded on the belief that the woman is the strength of the family and she has the confidence to change her world. This is best demonstrated by the protagonists like ‘Pratigya’ who will take on even her own family in the pursuit of justice and ‘Suhaana’ who proves that you can retain your individuality post marriage.

Life OK is about reminding viewers to cherish what they have. Shankar added, “The content dials up what’s really important in life. When Life OK does ‘Sach ka Saamna’, it dials up an important, eternal value - Honesty. ‘Saubhagyavati Bhava’ raises the question on what makes an ideal partner and urges you to look beyond appearances. ‘Tum Dena Saath Mera’ shows how relationships are often the casualty in a materialistic world.”

A Disruptive Marketing Push
Elaborating further on the marketing strategy, Shankar informed that the objective was to differentiate the brand and to execute a disruptive channel launch. He said, “The brand identity is iconic, whether it is the brand name which is a statement of philosophy or the OK icon with a glow that embodies the optimism of the brand or the channel sutradhar, Madhuri Dixit, who guides viewers and links our stories to our philosophy.”

Life OK intends to take the conversation off the screen and bring it to the people. The marketing initiatives bring in consumer engagement at the grass-root level. “We intend to make ‘Sach Ka Saamna 2 - Brashtachar Ke Khilaaf’ part of the larger movement against corruption and have initiated a pan India activation, where the common man can come forward to participate in the Sach Ki Shapath against corruption,” added Shankar.

The STAR network with a weekly reach of over 400 million viewers is the foundation of the media plan for the launch. In addition, it will be aggressively promoted on digital and a 101-town outdoor plan.

Life OK has begun with a digital presence through its website www.lifeok.com. The channel has seen build up of over 2 lac fans on Facebook within the first four days itself and also has strategic presence on Youtube, Yahoo and Twitter.

The Combined Punch
For STAR India, Life OK is its single biggest focus area at present. And together with Star Plus, it readies STAR India for the future. Shankar said, “Life OK’s brand promise is reflected in the content line up and the marketing disruptions. The channel’s success will be measured by TRPs and by the strength of the brand we build. But this is not a weekly game alone – it is building a brand for the future.”

The STAR Brand, for Shankar, is about aspiration and striving for better. He stated, “This is best captured by the ‘Nayi Soch’ message of Star Plus. The Life OK brand is about reassuring India that Life is indeed OK and in the quest for fulfilment they should not forget to cherish what they have. Both brands together capture two polarities of thought and motivation. And together the network addresses all of India.”

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NCLAT likely to hear ZEEL's plea today

The appellate body had deferred the hearing for ZEEL’s petition against the NCLT order

By exchange4media Staff | May 26, 2023 8:54 AM   |   1 min read

ZEEL

The NCLAT is likely to hear ZEEL's petition in the Sony merger issue on Friday.

This is after the appellate body deferred the hearing in the petition against the NCLT order passed on May 11.

The network had said that it did not have the opportunity to present its arguments.

On May 11, the NCLT directed the exchanges to reassess the approvals, which previously got a thumbs up from the Securities and Exchange Board of India (SEBI).

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BCCI likely to wait for Zee-Sony merger to sell media rights for bilateral matches: Report

The report also claims there is a possibility that the BCCI may not sell the rights for four years but instead for a different tenure

By exchange4media Staff | May 26, 2023 8:44 AM   |   1 min read

bcci

The BCCI may wait for the completion of the Zee-Sony merger to sell media rights for the Indian cricket team’s bilateral series, according to a report in a leading business publication. 

The report, which quotes sources, suggests that the cricket board would “wait for some time and watch how the Zee-Sony merger pans out before issuing the tender.” The report also claims there is also a possibility that the BCCI may not sell the rights for four years (from 2023 to 2027) but instead for a different tenure.

The report further says that The BCCI would want to issue the tender before the Asia Cup in September this year, but would hope that the Zee Sony merger has been completed by then.

Sony had the broadcast rights for IPL from the first edition till 2017, when Star India (now Disney Star) picked up the rights. Sony Sports Network also holds the rights to broadcast games from England, Pakistan and Sri Lanka.

Also, the BCCI has still not decided if it will go for e-auction or other modes for selling th rights. BCCI may also separate the rights of men's and women's rights.

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ZEEL posts Rs 8168 cr as revenue for FY23

ZEE5’s total revenue for the year stands at Rs 741 crore, up 36% compared to the previous fiscal

By exchange4media Staff | May 26, 2023 8:43 AM   |   2 min read

ZEEL

Zee Entertainment Enterprises Limited's (ZEEL) revenue for the fiscal ended 31st March 2023 stands at Rs 8167.62 crore compared to last fiscal’s Rs 8305.86 crore.

The company has recorded ad revenue of Rs 4057.89 crore a drop of 7.6% compared to last year’s Rs 4396.15 crore.

As per reports, ZEEL has posted a net loss of Rs 73 crore for Q4 compared to the corresponding quarter last year.

Subscription revenue saw a 2.7% growth at 3335.47 crore on March 31, 2023, compared to Rs 3246.6 crore last fiscal.

The company said that its other sales and services revenue YoY was down 25%, and up 71% QoQ aided by new launches and higher syndication revenue.

The company's expenditure was up 10.3% to Rs 7364 crore compared to Rs 6674.14 crore. EBITDA for FY23 was down by 38% YoY due to a decline in revenue and elevated strategic investments across the business. It fell from Rs 1780.33 crore to Rs 1101.1 crore this fiscal. EBITDA margin came in at 13.6 % compared to 21.7%.

The operating expenditure for the fiscal increased 10.5% to Rs 4468.6 crore from Rs 4041.79 crore. Profit after tax for the business has dropped by 76.1 % from Rs 1053.8 crore to Rs 251.4 crore.

The total revenue for its OTT platform ZEE5 stood at Rs 741 crore, up by 36% in FY23 compared to the previous fiscal.

The company said that the programming and technology costs were higher YoY due to higher content cost in movies, investment in ZEE5 and Sports.

Personnel expenses decreased from Rs 826.1 crore to Rs 823.8 crore YoY.

Advertising & Promotional expenses surged by 23 % to Rs 1055.4 crore from Rs 858.5 crore as new content launches on Digital increased the marketing cost on a YoY and QoQ basis.

Compared to the last quarter of FY22, the advertising and subscription revenue of the company fell by 5%.

The platform's global MonthAly Active Users (MAUs) stands at 113.8 million in March 2023 compared to 104.8 million in March 2022. The number of Global Daily Active Users (DAUs) has increased from 10.5 million to 11.1 million.

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Arnab Goswami tenders unconditional apology before the Delhi HC in 2016 case

The case was filed by former Executive Vice Chairman of TERI R.K. Pachauri against him and others

By exchange4media Staff | May 25, 2023 6:48 PM   |   1 min read

Arnab

Arnab Goswami, Managing Director and Editor-in-Chief of Republic TV has tendered his unconditional apology before the Delhi High Court in a 2016 contempt case.

The case was  filed by former Executive Vice Chairman of TERI R.K. Pachauri against him and others for "fragrant and willful disobedience" of the court's earlier orders restricting them from publishing certain claims against him.

"I hereby tender my apology to this Hon'ble Court and request that this Hon'ble Court may graciously be pleased to accept the apology and close the instant proceedings against the deponent," reads Goswami's affidavit submitted in court on April 28.

The affidavit further stated that Goswami is a law abiding and a respectable citizen of the country, holds all courts in high esteem and has the highest respect for the Delhi High Court.

"I had no intention to commit any act/ omission amounting to disobedience much less, wilful disobedience of the orders of this Court. I say that the alleged broadcasts were done under the bona fide belief that the same was not prohibited in terms of order passed by this Hon'ble Court on 18.02.2015 passed in C.S. (OS) 425 of 2015. The alleged broadcasts were made as part of fair reporting in view of the liberty under Article 19(1)(a) of the Constitution of India as recognised by this court in the aforesaid order," the affidavit reads.

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India Today Group to launch its free-to-air English news channel in the UK

The channel will be launched on May 31

By exchange4media Staff | May 25, 2023 4:49 PM   |   1 min read

india today

The India Today Group has announced the launch of India Today in the UK market from May 31. This is a follow-up to the launch of the Group's Hindi news channel, Aaj Tak, in the UK market. Previously operating as a hybrid channel, Aaj Tak and India Today served UK audiences with unique content.

With the launch of India Today, the English news channel will now be available as a free-to-air service, broadcasting in standard definition (SD) and accessible on Sky Channel No. 523.  This will position it alongside other prominent English news channels, including Sky News, BBC News, GB News and Talk TV, the group said in a press release.

Meanwhile, Aaj Tak will continue to be available on Sky Channel number 710, providing uninterrupted access to Hindi content for viewers. The India Today Group, renowned for its comprehensive news coverage and commitment to delivering high-quality content, is thrilled to bring its linear presence to the UK audience.

“With its launch in the UK, India Today aims to captivate audiences with its insightful reporting, engaging programmes, and unwavering commitment to journalistic excellence. The channel's introduction is a testament to the India Today Group's dedication to delivering informative and relevant content to viewers worldwide,” read the release.

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ZEEL to appeal against NCLT order: Reports

The network is expected to contest that it did not have the opportunity to present its arguments

By exchange4media Staff | May 24, 2023 8:57 AM   |   1 min read

ZeeSony

ZEE Entertainment Enterprises is likely to move the NCLAT against the NCLT order, media networks have reported.

The network is expected to contest that it did not have the opportunity to present its arguments. ZEEL may challenge NCLT's jurisdiction regarding the non-compete fees issue.

The NCLT will be moved in a day or two, reports said quoting sources.

We had earlier reported that on May 11, the NCLT directed the exchanges to reassess the approvals, which previously got a thumbs up from the Securities and Exchange Board of India (SEBI).

SEBI has passed an interim ruling against one of the promoters of the Essel Group, which owns Zee.

The exchanges have also been asked to review whether the payment method for the non-compete fee between two Mauritius entities is in accordance with the relevant SEBI policies.

The proposal for the ZEE-Sony merger has already been green-lighted by the BSE, NSE, Zee shareholders and the Competition Commission of India.

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Sarah Jacob quits NDTV

Jacob was associated with NDTV for over two decades

By exchange4media Staff | May 23, 2023 5:37 PM   |   2 min read

Sarah Jacob

NDTV’s popular anchor and Senior Editor Sarah Jacob has quit.  Jacob, who has worked at NDTV for over 20 years, also hosts the show We The People.

In an email to NDTV staffers, Jacob described NDTV as an “amazing newsroom filled with the most creative and driven reporters”.

“I cannot thank you enough,” she wrote. “Working with the best in the business has been an honour.”

"Last night, I resigned from NDTV. To Dr. Roy and Radhika Roy, Thank you for building what was one of India's great media institutions. To my many colleagues of over two decades, thank you for the memories.

It has been a fantastic ride from 2001 to 2023 at NDTV in various capacities. From being a reporter to having my own show has been rewarding and I am forever grateful for all that NDTV gave me and continues to offer. To be in the middle of the most spectacular years of the Indian TV news industry boom, that too at NDTV, which has set the standard of excellence for the industry, has been a magical career thus far. I hope future generations get to work at a place like I did, while learning the ropes. A most special thanks to my viewers, supporters and critics. You all had just as much to contribute in making sure I improve, introspect and learn. Your feedback keeps us honest. I will miss my show 'We the People' immensely and hope that whoever takes over from me will continue to ask the tough questions, but for now this is Sarah Jacob, signing off from NDTV," she wrote.

Many prominent names associated with the channel have quit the network recently and they include: Ravish Kumar, Nidhi Razdan who stepped down as Executive Editor,Group Editor Sreenivasan Jain, NDTV Group President Suparna Singh, Chief Strategy Officer Arijit Chatterjee, along with Chief Technology and Product Officer Kawaljit Singh Bedi.

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