NEW DELHI: Sach Ka Saamna, the format non-fiction show which is back for its second session on the newly launched general entertainment channel ‘Life OK‘ has initiated a campaign in to popularise its theme ‘Bhrastachaar ke khilaaf‘ (against corruption).

The campaign began with a unique engagement programme with students of Sri Ram College of Commerce of Delhi University taking a pledge to root out corruption via a special signature campaign.

Life OK head- content strategy Gaurav Banerji, show host Rajeev Khandelwal and singer Kailash Kher were present on the occasion. The interaction comprised a street play followed by a live debate and Kher‘s soulful rendition of the anthem of Sach Ka Saamna.
 
Banerji said, "Each one of us can bring about change and we strongly believe Sach Ka Saamna will take a lead in this change. "Ab Hogi Sach ki Nayi Shuruaat" and the unique signature campaign across the campuses is an honest attempt from our end to engage with the youth of our country and make them aware that they need to lead the change and be the change agents."

Khandelwal added, "There is a clear indication that there is a burning need among the young and old India alike for accountability at all levels and a corruption free future. Sach Ka Saamna will show our esteemed viewers the unfortunate ground reality of deep rooted corruption in our country."

The first leg of this initiative took place in Delhi and will be followed by a road show in Aligarh and Mumbai. At the culmination of this initiative in Mumbai, Sach ka Saamna will reveal the number of pledges given by students to root out corruption.

Sach Ka Saamna will also have multiple touch points for viewers to participate. ‘Sach Ki Call‘ will allow inspired viewers to call into the show and make their confessions, which will be aired subsequently on the show. There will also be a question of the day, ‘Ek Sach‘ which people from across the country can answer via social media, SMS or radio.

MUMBAI: Star India has chalked out a differentiated programming strategy for its new general entertainment channel (GEC) -- Life OK -- which is going on air on 18 December.

Firstly, the channel will have shows on all seven days of the week, unlike 4-5 days programming, followed by the rival GECs. Moreover, unlike half-hour and one-hour episodes, the channel will have 20-minute and 40-minute episodes.

Life OK will have a three-hour daily primetime slot from 8-11 pm. In weekends it will also air movies.

Additionally, Life OK has roped in Bollywood actor Madhuri Dixit as the face of the channel, who will come once a day and play the role of the "sutrdhaar" or narrator for the shows.

Indiantelevision was first to report that Star India is closing down Star One and will replace it with the new channel Life OK.

"Life OK is a unique name which is in itself a statement of its philosophy, compelling content that flows from that philosophy and an unprecedented focus to cater to the viewer?s needs," Star India CEO Uday Shankar said in a statement.

"We found that viewers wanted better value for their time. Hence the stories on Life OK will be told seven days a week and will feature three stories every hour. People often said that they did not understand why we were doing a certain story and hence Madhuri Dixit will be the Sutradhar-a completely novel introduction on Life OK. Everybody that we spoke to said that they wanted shorter ad breaks, so Life OK will have the shortest ad breaks for any channel anywhere in this country," he further added.

When asked why the company has decided to drop the "Star" brand, Star India COO Sanjay Gupta said, "We didn?t want to have the name Star. This is our second entry in Hindi GEC and the second entry is always considered as the younger brother/ sister. We have Star Plus, which is the leader and everything that is launched with Star Plus is always compared with Star Plus first. Neither did we want to take the benefit of the name nor the negative of it. So these are the two reasons that we are going with ?Life Ok?."

Gupta agreed that the decision of scrapping the seven-year old Star One was because of its non performance. "When it was launched it was the most iconic brand. It had the most different set of shows. But it didn?t sustain for a long time. It had a lot of changes in direction and finally during the past two years it was doing very averagely so there was a need to do something for Star One and hence we decided to start afresh," he added.

The channel kick-started the promotions on 12 December. The four-week long plan is focussed on the philosophy of the channel. The brand film for the channel, depicting the same, is created by O&M.

Apart from Youtube, Yahoo and Life OK web page, the company has penetrated deep in the Hindi heartland with hoardings across 100 towns. The channel is also being promoted on the Star Network.

"Recognising the importance of youth the brand will be launching via a week long digital engagement plan and the biggest online concert ever with an eight-hour long Life OK Rockathon exclusively for the web," Gupta added.

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Star One makes way for ?Life Ok?

MUMBAI: Finally it is happening. Star One, the youth-focussed Hindi general entertainment channel from the Star India stable, is going to be replaced by a new channel ?Life OK? on 18 December.

While Star One will cease operations on 16 December, Life OK will go on air on 18 December. The channel will also have a complete new set of programming and packaging sans ?Star? branding.

The channel?s philosophy is ?cherishing what you have?. Life OK will remind and invite everyone to value the things that well and truly matter in life like family ties, relationships, valuing traditions and peace of mind, while in the eternal quest for more.

Among the programming, Life OK will have shows like Devon Ke Dev... Mahadev (8 pm), Tum Dena Saath Mera (8.20 pm), Meri Maa (9 pm), Dil se di dua... Saubhagyavati Bhava?, Sapno Ke Bhanwar Mein and Hum Ne Li Hai...Shapath.

Star India was in the process of transforming Star One since quite some time. It had appointed former Sony Entertainment channel EVP and business head Ajit Thakur as GM for Star One in August.

The decision was fuelled by the fact that seven-year old Star One, which was giving a tough fight to Sony at some point of time, was lagging behind, garnering only 30-40 GRPs (gross rating points) on a weekly basis. At the same time Sab, the comedy family entertainment channel from Sony has also gone way ahead.