Star India's new channel Life OK goes on air Sunday with Bollywood diva Madhuri Dixit being the 'sutradhaar'. 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 'sutradhaar', 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.