Star Indias newly launched general entertainment channel alt39 Life OKalt39 is scouting for a successor to its alt39 narratoralt39, Bollywood actor Madhuri Dixit.
” Our association with Madhuri Dixit as the channels alt39 sutradharalt39 (
narrator) will end in another months time. The contract was for six months,” Life OK General Manager Ajit Thakur told PTI on the sidelines of the launch event of a new show alt39 Savdhan Indiaalt39. As alt39 sutradhaaralt39 Dixit guides viewers about stories in different programmes on the channel and link to the channels philosophy. When asked who will replace Dixit he said: ” We are currently considering options. It will be some public figure from the field of TV, Bollywood or sports.” Life OK was launched by Star India last year in December.
According to Thakur, the channel has been watched by 40 crore Indians since it has gone on air. Talking about revenue generation he said the channel is exploring digital media besides the conventional TV format. The channel is also working towards engaging advertisers to be a part of its promotion campaigns to seek better engagement and provide value for money to brands.
” We want to provide an opportunity to our advertisers to be a part of our campaigns and reach out to audience in a much larger way. By doing this we want to provide more value for money to them,” he said. Citing an example he said: ” We had engaged Idea for one of our campaigns for alt39 Sach Ka Saamnaalt39 serial.” — PTI
