After Star Plus recently extended its weekday programming content ‘Yeh Rishta Kya Kehlata Hai’, which is aired on the 9.30PM time slot, to Saturdays as well, STAR India’s second general entertainment channel Life OK is all set to launch its new musical show ‘Ram Leela’ on the Sunday 8PM slot. It is slated to go on air on October 21, 2012.
The channel will be following a contextual weekend programming festival-based approach, with the show being telecast for only a specific period from Dussehra to Diwali. The last episode will be aired on November 18, 2012. With this, Life OK is aiming to create programming which is pertinent to a certain event i.e. topical and for a specific time period i.e. with pre-decided number of episodes so as to create conversations and encourage high audience involvement.
According to Ajit Thakur, General Manager, Life OK, the show is synonymous to the channel’s core values and philosophy which is based on airing socially relevant programming. The show would be in a musical format with technology and contemporary inspirations without distorting the original content which would essentially set it apart from other mythology series.
The epic saga, which is a one-hour show in the form of a musical, with a mix of dance, drama, music and modern technology, would be a modern representation of Lord Ram's story and his war with Raavana, where the good emerges victorious over the evil. The show would have Ajay Devgan play the role of ‘Sutradhar’, Rahul Vaidya as the singer, Anu Malik as the music director, Swanand Kirkire as the lyricist and Remo as choreographer.
The channel is promoting the property through promos on television, print ads as well on the digital platform. The promos of the musical show are being aired across different channels on the STAR network as well as news channels, kids channels, regional channels, etc.
The channel has also organised a red carpet premiere of ‘Ram Leela’ to give a first look of the show to the media and invited guests. It will be streamed live on the digital platform.
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