June 13, 2014: Life Ok, the second general entertainment channel (GEC) from Star India which broke into the top-three in the category in week 22 (May 25-31), according to TAM ratings has announced that it would be launching monthly awards starting May 31. The awards which will be produced by Big Productions of Reliance will be called Life OK Now Awards. In this monthly property every month awards will be given in eleven categories. Life Ok already has the broadcast rights to the Screen Awards and this monthly awards is over and above the same. In the Life OK Now awards though industry experts will shortlist the nominees every month, the final results will be based on audience voting.
As part of the preparation to give away these monthly awards in 11 categories the channel has tied up with leading telecom operators so that viewers can vote and the channel has also started approaching makers of upcoming films so that they can promote the film on this platform. Speaking about this attempt to break the clutter, Ajit Thakur, General Manager, Life OK was quoted as saying, “Whether it is fiction or reality shows, we have always tried to do something different. For fiction we got mythology and romantic dramas, but never opted for kitchen politics as our content, and will continue to stay away from it. In case of reality, we got shows like The Bachelorette and Welcome, consciously keeping away from song and dance talent shows.”
Though through this disruptive programming Life OK is trying to something which no other GEC’s have done it till now, the sceptics have given thumbs down to this initiative. The sceptics are concerned about how the channel will be able to combat viewer fatigue towards this monthly awards concept.
