• Launched: 1 November 2004• Closed: 15 December 2011• Network: STAR TV• Owned by: News Corporation• Popular Shows: Remix, Special Squad, Hotel Kingston, The Great Indian Laughter Challenge, Nach Baliye, Sarabhai vs Sarabhai, Instant Khichdi Ssshhhh...Phir Koi Hai, Dill Mill Gayye, Miley Jab Hum Tum, Rang Badalti Odhani, Yeh Tera Ghar Yeh Mera Ghar Geet Hui Sabse Parayi and Pyaar Kii Ye Ek Kahaani
Star One hadnt been performing very well.(GRPs:30-45,Turnover:75-80 Cr)To give the channel a mass appeal than the earlier positioningof an urban youth channel.Talk to all consumers - small town, large town, urban or rural Earlier focussed on only urban youths.Strengthen the position of STAR as a network both in terms ofviewership and revenues.
Life OK is an attitude, a way to be. Life OK sees the good in life, and shares it with everyone. Life OK cherishes our way of life, and the eternal values that make India great. It starts on TV, and reaches out to over one billion hearts, across India, uniting like-minded people, across the nation.
Launched: December 18, 2011 Catch Phrase: Kal ki soch kar dhat teri ki karte reh gaye – toh aaj ka kya hoga pyaare? Ambassador/ Sutradhaar : Madhuri Dixit
Manages advertising inventory differently. Has the shortest ad breaks across television in India. No Sundays for them. All stories on this channel are told seven days a week (as opposed to five days a week which is the norm). The channel also has a „Sutradhar‟ in the form of actor Madhuri Dixit. Madhuri Dixit will guide viewers about the stories on the channel and its link to the channel‟s philosophy.
Started Promotions on 12 December and the channel went live on 18 December. Hoardings in 101 towns. Digital – Youtube, Yahoo & Own website Lifeok.com.
Usage of Star network. Biggest online concert ever with an eight-hour-long Life OK Mahadev Rockathon exclusively for the web from 12 noon – 8p.m. Performances from artists like Salim Sulaiman, Kailash Kher, Shankar Ehsaan Loy, Euphoria, Agnee, Indus Creed, Shaa’ir n Func and Shilpa Rao.
NOT OK: Sounds like a hospital name/healthcare channel. Gives a connotation of Horn OK Please. Demarcation from „One‟ TO Just „Ok‟.OK: Give an independent identity to the channel. The brand name captures the channel‟s encapsulating message „Life is OK‟.
NOT OK: Looks like a healthcare logo. Lacks freshness.OK: Simple message conveyed through a simplistic design.
NOT OK:• Difficult to convince audience that life is indeed OK.OK:• Positions positivity.• Presence of Madhuri Dixit as “sutradhar” helps in relating channels philosophy to the shows.
NOT OK: Asymmetric information : Rebranding Or New Launch? Confusing identity Wrong Timing Serials such as Geet Hui Sabse Parayi and Pyaar Kii Ye Ek Kahaani were doing very well when they were closed.OK:• Fast and synchronized execution.
This campaign anyhow has drawn enough buzz.... if not positivemaybe negative... alot of viewers seem to be disappointed butthey are in fact TALKING about it.Be it a rebranding or a Launch the message is conveyed andStar One is erased from the viewers‟ memories. The Bang oncommunication has left nobody in a doubt. Everyone knowsthat Star One is buried and Life OK is born. Seems like thecampaign is OK i.e All Correct !