Life OK plans comedy fiction genre

MUMBAI: Life OK is in the midst of widening its entertainment menu as it seeks to strengthen its position in the Hindi general entertainment channel space. One such format it is actively pursuing is the comedy genre, a space dominated by rival channel Sab.

After failing in the reality comedy genre, Life OK is planning to launch a comedy-based fiction show. The channel is examining scripts but has not finalised on anything yet. "Comedy is a great thing to have as part of the diet. But we have not found the right script yet. A "me too" property on television can?t work in today?s world and the audience needs to be offered fresh content," Life OK content head Sanjog Gupta said.

Life OK had earlier aired a reality comedy show titled ?Laugh India Laugh? but it did not do well.

The channel is also launching two new shows aimed primarily at male audiences. While one is a fantasy horror, the other show is an action thriller. The details of these shows were not disclosed.

Life OK has experimented with various genres. It has introduced shows based on social issues like domestic violence (Saubhagyavati Bhava) and crime show (Savdhaan India- India fights back). It has also revived the mythology genre with ?Mahadev? and ?Ram Leela?.

New daily show ?2612? at 9 pm from 26 November

Life OK Wednesday announced it would be launching on 26 November a thriller-based show on terrorism titled ?2612?. The channel has rolled out a public service campaign to promote the new show that will air every Monday to Friday at 9 pm.

According to Life OK general manager Ajit Thakur, the USP of the marketing campaign is that it is a public service campaign. "We are doing a mega marketing of the show. We are promoting it on different mediums. But we are not saying ?come and watch the show and explosion?; what we are saying is that come and watch the show because we all can fight terror. We are not trying to do a sensational marketing for the show but making it sensitive. We are asking people to be more aware and alert," he said.

2612 is being promoted aggressively on the Star TV network and 17 other channels. The print ads will run on 19 publications across the country.

The channel will also use Social Media. The Digital Media Public service messaging campaign will have a clue based Facebook game, Youtube Masthead and Public service Messaging banners.

O&M has worked on the ads while Mudra and Bates India have executed it.

"With 2612, we are continuing with the journey of dealing with big social issues and also finding a solution to them. Through our new show, 2612, we are trying to bring people closer together, as one nation to fight the bigger evil. We want people to be more vigilant and most importantly, more united," said Thakur.

2612 is a story of ordinary people entrapped in a situation. It is the tale of a young, resilient Kindergarten teacher Rashmi Bhargav who finds herself at the centre of a terror plot more satanic than 26/11.