Life’s more than ‘OK’ in week one

STAR India’s youngest channel Life OK has opened with 87 GRPs – more than double the numbers erstwhile GEC Star One fetched for STAR.

e4m by Noor Fathima Warsia
Updated: Dec 29, 2011 8:09 AM
Life’s more than ‘OK’ in week one

Life OK’s first week numbers have ensured that the STAR India office is closing 2011 on a good note. The channel has opened with 87 GRPs, already replacing Imagine to be the number six channel amongst GECs. The ratings are more than double of what erstwhile channel Star One had been garnering for STAR.

The first week numbers are not enough to establish whether Life OK’s proposition has clicked with the audience. And STAR India too has decided not to speak on the ‘performance’ of or ‘expectations’ from a “one-week old infant”.

In a conversation with exchange4media, Uday Shankar, CEO, STAR India, said, “The channel has been launched with a lot of thought. The Life OK team has done impressive work. But we will assess its performance only after a few months. We at STAR don’t see launch as a one day or one week activity. Launch is something that is work in progress for some time. Also, we are in no hurry because we don't have to shore up falling shares or angry analysts!”

The shows that have cornered the highest rating points are mythology show ‘Mahadev’ and ‘Saubhagyavati Bhava’. On an episode-wise basis, both these shows have garnered more than 1 TVR.

Rajeev Khandelwal anchored ‘Sach ka Samna’ on the other hand is still in under 1 TVR per episode mark. Some media buying heads however are of the opinion that given the mass marketing that Life OK is doing around the show, this would be a show to watch out for.

A senior media buying head also added, “At present, the channel barely has any ads in its primetime and that would also have contributed in bringing in more eyeballs to the channel.”

Another point noted was that Star Plus, STAR India’s flagship channel, also has grown in the week indicating a robust combined strength for the Network.

But as everyone puts it, the TRP game for Life OK has only just begun.


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