Star one to Life ok...the journey encapsulated

2. • 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

3. Star One hadn't been performing very well.(GRPs:30-
45,Turnover:75-80 Cr)
To give the channel a mass appeal than the earlier positioning
of 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 of
viewership and revenues.

4.  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.

5.  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

6.  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.

8.  Started Promotions on 12 December and the channel went live
on 18 December.
 Hoardings in 101 towns.
 Digital – Youtube, Yahoo & Own website Lifeok.com.

9.  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.

11. 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’.

12. NOT OK:
 Looks like a healthcare logo.
 Lacks freshness.
OK:
 Simple message conveyed through a simplistic design.

13. 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.

14. 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.

15. This campaign anyhow has drawn enough buzz.... if not positive
maybe negative... alot of viewers seem to be disappointed but
they are in fact TALKING about it.
Be it a rebranding or a Launch the message is conveyed and
Star One is erased from the viewers’ memories. The Bang on
communication has left nobody in a doubt. Everyone knows
that Star One is buried and Life OK is born. Seems like the
campaign is OK i.e All Correct !