“One of the reasons ‘Mahadev’ has worked so well is because it caters to the whole family. In Week 40 of TAM 2913, the channel achieved the highest ever viewership, recording a gross TVT of 347 million. While ‘Mahadev’ remains the channel’s biggest show, garnering fans and TVT, newer launches like ‘Shapath’ and their kitty of reality shows have done well too. Life OK’s select few properties have shown great growth and potential. So a lot of work has to be done,” said Ajit Thakur, General Manager, Life OK. Our marketing needs to reach the next level so as to have more impact properties in terms of characters and shows. So there is more we need to do in terms of content. But more importantly, people are taking notice that in terms of reach, we are as good as the top channel! Having said that, we are getting as many failures as we are getting hits. We have grown to 14 per cent share and reached No. But the proof that we can actually do it has come only in the last 6-8 months.
We had the full backing of the management in terms of intent and investment. “Life OK was supposed to be a challenger to the No.
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