Star India has a good presence among all the entertainment networks in all languages. In Hindi, we have Star Plus which has been the leader channel for more than a decade. We do think there is an opportunity to offer a variety of content to consumers, beyond Star Plus. Therefore this idea of launching a channel within the Star Portfolio in Hindi GEC.
This channel actually is a refreshment of Star One – Star One will now be Life OK. Star One hadn’t been performing very well, and has been small for a reasonably long period of time. It had a niche appeal, focussed on youth, and we wanted to give it a larger shape and size. To close the channel, what we did on 15 December was that there was a closure of the stories on Star One with all the characters bidding goodbye to their viewers in a two-hour long event. In every phase of change, there is some worry in the minds of consumers who like the original product, but I’m sure what we will offer in the new avatar will more than satisfy and engage viewers again.
The fact that we dropped the prefix ‘Star’ in the name Life OK is only indicative of the fact that if we are making a second entry in the Hindi GEC space, it is best done with a new name. With Star Plus being so big, every other name with ‘Star’ in front of it implies a younger brother or sister of that channel, and we wanted Life OK to have an independent identity of its own.
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