GECs

Life OK’s Sunday programming experiment

Published

13 years ago

June 20, 2013

Attention! An experiment is about to hit Indian televisionscreens come Sunday 23 June. If you‘ve not been switching on your television set on Sunday morns or noons for want of there being any original programming – apart from movies, and have had enough of watching singing and dancing shows in the evenings, then Life OK may be your new destination this weekend.

Bringing a new kind of programming, extending its spheres, Life OK promises uninterrupted entertainment 12 noon to 12 midnight (baara – se – baara) on 23 June. Life Ok general manager Ajit Thakur is bracing himself for this Sunday gamble…

But is this attempt a first of its kind? A recap of Sunday programming tells us that there was a time in India, a couple of decades ago; when streets were deserted owing to the single channel king Doordarshan and its strong Sunday programming. Flashing forward from the era of a single channel universe, leading general entertainment channels (GECs) like Star Plus and more recently, Colors have also encroached this territory.

While Star struck an emotional chord with the nation by launching the very successful Aamir Khan anchored social show Satyameva Jayate, Colors had started airing non-fiction award shows in the early afternoon, followed by a movie screening and concluding it with a soft scripted drama cum reality show- Zindagi Ki Haqeeqat Se Aamna Saamna. Zee TV has Ramayan, a mythology show in the morning slot which, however, is not living up to audience’s expectations.

Yet, generation of 12 hours full of fresh content is somewhat a brave initiative by Star Plus’s sister GEC.

Life OK, over the past couple of weeks has grown steadily in terms of GRPs (though it shed GRPs in week 24). The weekend slot of the channel is grabbing more and more eye balls with each passing week. With this as an opportunity, Life OK thought of going all the way and see if it works.

Life OK GM Ajit Thakur is taking a punt with his baara – se – baara initiative on this Sunday (23 June)

Thakur states: “I am quite delighted with the way we have received responses from the viewers over the past couple of weeks. Talking about 12pm to 12am, on weekends, we have found a bit of a gold mine as people are available throughout the day. Unlike other markets, in LC1 markets there is a lot of viewership happening. Everybody is doing show launches and wants to target between 8pm – 12am time slots so we thought to bring a change by extending our programming which has not been done by anybody till now.”

The channel aims to own this Sunday with a combination of crime, terror, mythology programming. Audiences will get to see Savdhaan movie- part 2, which is going to be much more informative and different from the first one.

New reality series on the list include Police dial 100, a new innovation where the channel crew will accompany the Delhi cops, running behind them, observing how they solve the cases and recording them. The reality show, produced by Endemol, will occupy a double slot along with the Savdhaan movie -Part 2. The channel had already shot 10 episodes of the show at the time of writing.

The channel will also air fresh episodes of Mahadev and Shapat.

More on the entertainment side, Life OK also plans to air a special Bollywood movie to garner more eyeballs.

“Let’s raise the ambition with maha – thriller weekend baara – se – baara.” asserts Thakur when asked why he chose particularly Sunday and not Saturday as part of his weekend programming. “Saturday in terms of viewership, is not that high as Sunday. Besides, a large chunk of India works on Saturday’s and it‘s a humongous task for me to ask my team and my producers to do such a hectic programming, as 12 hours is a lot of time.”

What is rather disappointing is the fact that this unique 12 hour programming is slated only for the coming Sunday. Thakur reasons: “To be frank, we want to test it first, this is the trail run. I wanted advertiser’s feedback and we attained success when we did 6am -6pm on 2 June. We received good responses in terms of viewership and advertisers as well. So we thought of further strengthening it by bringing baara – se – baara and I am sure we will get good responses for this as well. And when we do might it make it a regular initiative at least once a month.”

The channel plans to promote the weekend initiative largely in the coming three days. However, the focus will be more on promoting across social media platforms rather than on-ground activities. Its management plans to leave no stone unturned to make its presence felt on digital media by targeting fan driven pages and profiles of their flagship shows likeMahadev and Savdhaan. To top it all, the channel is also buying air time on other channels, out of which, the promotion will be huge on Star network channels while few news channels and youth-based channels are also being approached.

When asked what makes Life OK and Star Plus different in terms of content and programming Thakur says: “Star plus targets women in the household a lot more and that has always been Star’s strength. On the other hand, Life OK targets the whole family. In terms of content, Star talks about aspirations and about new Indian relationships whereas Life OK deals with crime, mythology, terror, spirituality and cops. Star Plus talks about relationships between Nanad – Bhabhi and new thinking and that is why ‘nayi soch’ whereas Life OK talks about today’s reality of life through our stories and what makes life OK on a daily basis. Life OK tries to inspire people by picking up serious social topics.”

Further elaborating on the fact that this Sunday is an experiment, Thakur shares: “For us it is the experiment to change the rules of the game. I always have the support of Uday Shankar (Star India CEO) and Sanjay Gupta (Star India COO). And yes it is a big risk I am taking as nobody has gone into 12 hours of programming. Some would say wow great… while some would say it is too much. While, everybody is giving repeats to the audiences and we are giving original programming. What is more important for us is how our viewers will react to it.”

Vivaki Exchange CEO Mona Jain says the experiment should do well for Life OK

But will this trial run work for the channel? Vivaki Exchange CEO Mona Jain asserts: “There are many channels which are plugging in for reality shows on Sunday’s. Life OK is taking a good initiative by coming up with 12-hours of programming to create more impact with the audiences at large, where most of the people are at home resting. Mahadev and Savdhaanare high property shows and are taking the same route that is weekend slots, making it easy for them to spot on the ratings. And people who are loyal audiences of Life OK will watch these shows no matter what. Thus I am quite sure that this kind of experimentation should do well.”

We, along with team Life OK, wait with anxious eagerness to know the result of this experiment…

Related Topics:crime drama GEC Hindi Life OK programming

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GECs

Sun TV posts steady revenue, profit dips amid rising costs

Published

1 week ago

February 7, 2026

indiantelevision.com Team

CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.

For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.

The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.

Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.

The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.

Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).

The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.

The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.

To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.

With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.

GECs

SPNI hires Pradeep M with responsibility for standards and practices in the south

Published

2 weeks ago

February 3, 2026

indiantelevision.com Team

MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.

Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.

He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.

Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.

His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.

As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.

GECs

Colors Gujarati rolls out two new shows from 2nd February

Published

2 weeks ago

February 2, 2026

indiantelevision.com Team

MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.

Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.

In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.

A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.