India ratings: Life Ok makes successful launch

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Star TV Network’s new channel, Life Ok, which replaced Star One earlier this month has had a good launch with double the ratings of its predecessor.

The second Hindi entertainment channel from the Star TV stable after Star Plus, opened up with 87 GRPs (gross rating points) – that’s double to what Star One closed at in the prior week – 44 GRPs.

Life Ok launched with a low-key publicity surrounding it on Sunday 18th December but still managed to surpass Imagine TV. Life Ok now sits at number 6 in the overall TV ratings chart, pushing Imagine TV in seventh.

Life Ok competes with its flagship channel Star Plus sitting on top of the leader board, followed by Colors, Sony Entertainment Television Asia, ZEE TV and SAB TV.

When looking back at other recent Hindi channel launches, Colors opened up with 81 GRPs in July 2008, Imagine TV with 55 GRPs in January 2008 and 9X with 21 GRPs in the same year.

It remains to be seen whether Life Ok can give its rivals a run for its money and prove to connect with viewers as a separate offering to what Star Plus has.

In the UK, Life Ok has launched on Sky Digital channel 783 but its on-air branding still shows Star One. This is expected to change in January.

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