MUMBAI: when one among television’s biggest properties – the Screen Awards – moved from colors to Life OK, the second Hindi general entertainment channel from the Star stable, some feared there might be a drop in viewership for the film industry award show.
Life OK proven the naysayers wrong. The awards ceremony this year had a large 9.0 million TVTs, 23 per cent over the 6.9 million TVTs (ratings provided by Life OK) garnered by colors for the last year’s edition of the awards show.
The Screen Awards saw Life OK’s gross viewership rising sharply. The channel’s GVTs jumped to 375 million in Week 4 of tam ratings from 347 million per week earlier. The show on Life OK had Kamla Pasand as the title sponsor and 13 different sponsors.
Life OK officials selected to stay tight-lipped concerning the money details of the show. trade sources said the channel was expecting Rs 1,00,000 to Rs one,50,000 for ten seconds, however closed most deals between Rs 80,000 - 1,00,000.
“The twentieth Annual Life OK Screen Awards were the channel’s 1st high-ticket film industry event and that we are delighted with the response from our viewers not solely in India however everywhere the world. With a transparent intent to disrupt each – however an event is programmed and marketed, with Screen properties, we tend to managed to achieve bent on a lot of viewers than the largest events and films on tv (in this year thus far) – to be precise 74 million viewers,” aforesaid Life OK general manager Ajit Thakur.
“This is just the start of Life OK’s journey to following level – watch out for a lot of.”
The twentieth Annual Screen Awards themed ‘Commemorating heroes’ celebrated excellence in over 30 categories across the complete sweep of filmmaking within the Hindi and Marathi film industry.
For Thakur, the success of the awards owes in the main to ‘content’ excluding intensive research and hard work.
“We have perpetually believed that when we develop something new, we would like to do it differently and in a Life OK way. this is often why we tend to picked up Screen Awards amongst all the awards. And even there, we didn't select regular humour that is related to all the awards. we gave it a considerable that means which is where Shah Rukh Khan was very supportive and also the event was a full family entertainer with the vital theme of ‘Heroes integrated’ within the show,” he explained.
Thakur said lots of the content was personally driven by Khan as he took interest and invested time. SRK was leaving for Dubai for one more award show when the Life OK writer attended him on the flight and improvised the script.
The content was additionally repackaged. “When the Screen Awards shifted from colors to our channel, everybody thought ratings can drop. however the explanation why we tend to partnered and Screen came on-board was they saw a match of content and intent where we believe entertainment must come with inspiration,” said Thakur.
A special awards category ‘Hero of the Year’ was introduced. there have been special moments galore, what with SRK introducing heroes or Deepika Padukone performing on an enormous nagada several feet above the ground – her act was an ode to the emotional journey of a lady.
The actors, who performed within the show, started rehearsing ten days before the shoot. The acts were choreographed by Geeta Kapoor and the set was designed by production designer and art director Omung Kumar. The set planning took five-six days. To capture the fascinating moments, near 20 mounted cameras were used.
Apart from the content, Life OK’s marketing strategy worked well too. A month before the event, a large outdoor campaign was held across Delhi, Mumbai and different cities in Maharashtra with SRK. Ads were released across major newspapers on the day of the telecast as well as a week before it was aired on the channel. Promos were aired across the Star Network and even outside of it. Digitally, #LifeOKScreenAwards was trending on Twitter on the day of the telecast.
The post-production work was completed in less than ten days. Shot on 14 January, the awards were telecast on Life OK on 25 January, a day before the telecast of the Filmfare Awards on Sony entertainment television.
Life OK proven the naysayers wrong. The awards ceremony this year had a large 9.0 million TVTs, 23 per cent over the 6.9 million TVTs (ratings provided by Life OK) garnered by colors for the last year’s edition of the awards show.
The Screen Awards saw Life OK’s gross viewership rising sharply. The channel’s GVTs jumped to 375 million in Week 4 of tam ratings from 347 million per week earlier. The show on Life OK had Kamla Pasand as the title sponsor and 13 different sponsors.
Life OK officials selected to stay tight-lipped concerning the money details of the show. trade sources said the channel was expecting Rs 1,00,000 to Rs one,50,000 for ten seconds, however closed most deals between Rs 80,000 - 1,00,000.
“The twentieth Annual Life OK Screen Awards were the channel’s 1st high-ticket film industry event and that we are delighted with the response from our viewers not solely in India however everywhere the world. With a transparent intent to disrupt each – however an event is programmed and marketed, with Screen properties, we tend to managed to achieve bent on a lot of viewers than the largest events and films on tv (in this year thus far) – to be precise 74 million viewers,” aforesaid Life OK general manager Ajit Thakur.
“This is just the start of Life OK’s journey to following level – watch out for a lot of.”
The twentieth Annual Screen Awards themed ‘Commemorating heroes’ celebrated excellence in over 30 categories across the complete sweep of filmmaking within the Hindi and Marathi film industry.
For Thakur, the success of the awards owes in the main to ‘content’ excluding intensive research and hard work.
“We have perpetually believed that when we develop something new, we would like to do it differently and in a Life OK way. this is often why we tend to picked up Screen Awards amongst all the awards. And even there, we didn't select regular humour that is related to all the awards. we gave it a considerable that means which is where Shah Rukh Khan was very supportive and also the event was a full family entertainer with the vital theme of ‘Heroes integrated’ within the show,” he explained.
Thakur said lots of the content was personally driven by Khan as he took interest and invested time. SRK was leaving for Dubai for one more award show when the Life OK writer attended him on the flight and improvised the script.
The content was additionally repackaged. “When the Screen Awards shifted from colors to our channel, everybody thought ratings can drop. however the explanation why we tend to partnered and Screen came on-board was they saw a match of content and intent where we believe entertainment must come with inspiration,” said Thakur.
A special awards category ‘Hero of the Year’ was introduced. there have been special moments galore, what with SRK introducing heroes or Deepika Padukone performing on an enormous nagada several feet above the ground – her act was an ode to the emotional journey of a lady.
The actors, who performed within the show, started rehearsing ten days before the shoot. The acts were choreographed by Geeta Kapoor and the set was designed by production designer and art director Omung Kumar. The set planning took five-six days. To capture the fascinating moments, near 20 mounted cameras were used.
Apart from the content, Life OK’s marketing strategy worked well too. A month before the event, a large outdoor campaign was held across Delhi, Mumbai and different cities in Maharashtra with SRK. Ads were released across major newspapers on the day of the telecast as well as a week before it was aired on the channel. Promos were aired across the Star Network and even outside of it. Digitally, #LifeOKScreenAwards was trending on Twitter on the day of the telecast.
The post-production work was completed in less than ten days. Shot on 14 January, the awards were telecast on Life OK on 25 January, a day before the telecast of the Filmfare Awards on Sony entertainment television.
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