Tum Dena Saath Mera News
Star One changes to Life OK, with Madhuri Dixit on board
With Madhuri Dixit Nene being the celebrity announcer in a hype-loaded launch, is Life OK the TV channel she was supposed to start after coming back to India? We wonder
There is noise and there is noise, but the noise that the Star-wallahs made while they were launching their new channel has got to have beaten all other noise hollow. Actually, it was not a launch, but a re-launch of Star One, which is now Life OK and believes in the catchphrase Kal ki soch kar dhat teri ki karte reh gaye – toh aaj ka kya hoga pyaare? It happened with a week-long digital engagement plan, as the honchos for the channel said, and an eight-hour-long rockathon for the web, starring Shankar-Ehsaan-Loy, Euphoria, Agni, Shaa’ir and Funk, and Indus Creed, along with Salim-Sulaiman, Kailash Kher and Shilpa Rao. Programming has begun, each new show introduced by a rather matronly and buxom Madhuri Dixit Nene playing sutradhar (narrator). Which made us wonder – is this the new TV channel she is said to have been starting? And what role will she play in it long-term, if she does? Click here to read more
Madhuri Dixit, the voice of Star’s channel Life OK
Star India’s new channel Life OK has Bollywood diva Madhuri Dixit as the sutradhar. The stories will have compelling content that flows from the philosophy that Life is Ok, and ad breaks are kept shorter. “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,” Shankar added. The channel also promises to have shorter ad breaks. “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,” Shankar said. Being a sutradhar (narrator), Madhuri will guide viewers about the stories on the channel and its link to the channels philosophy. The shows cover a wide spectrum of emotions – Meri Maa pays tribute to special bond between a mother and a child; Mahadev is about Lord Shiva’s journey; Saubhagyavati Bhava shows the sorrow of a young woman whose parents focused on external appearances while choosing her life partner; Smile Please shares that the glue that binds a family is the values and not the money; and Tum Dena Saath Mera will show how simple joys of life have become casualties of materialistic world. And there will be Sach Ka Saamna, hosted by Rajeev Khandelwal, which will put the spotlight on pervasive moral and economic corruption.
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