The principle of differentiation is important to us! - Ajit Thakur

In this exclusive chat with Ajit Thakur, General Manager Life OK, speaks about revamping the channel, new shows in the pipeline and much more.

Published: Tuesday,Sep 30, 2014 18:00 PM GMT-06:00

Upasana Patel

Ajit Thakur, General Manager of Life OK, recently launched its new show Ajeeb Dastaan Hai Ye produced by Ekta Kapoor talks about the upcoming show, channel strategy, revamping the channel and much more. Read on!

Life OK is bringing in another show with a fantastic subject - Ajeeb Dastaan Hai Ye. How nervous or excited you are?

Ajeeb Dastaan Hai Ye is another show that makes me nervous. It is very different from what Ekta Kapoor has done before. But at the same time, it is a very important story to tell about women's right to economic independence. We will do it and let's see how it goes. I really love the way Ekta has put a lot of comedy in a very serious show and I think Sonali Bendre's casting is fantastic.

There are so many shows on Life OK that have gone unnoticed. So do you think Life OK is lacking behind in promotions?

No, that is not true. I think deliberately the shows like Laut Aao Trisha that we have done which are not for everyone. Life OK had two ways to go - One, to make shows like Star Plus or two, something very different. So when we do shows like Devon Ke Dev. Mahadev and Savdhaan India - India Fights Back, it works well. Shows like Laut Aao Trisha works but for limited urban premium audience. But still people say that Life OK jab bhi aata hai, kuch naya lata hai. So that is very important.

I guess Dare 2 Dance opened higher than Jhalak Dikhhlaa Jaa Season 7. Dare 2 Dance was very important for us but still we preferred bring something different unlike the regular studio set up. That principle of differentiation is important. Because we are different, our chances of failure are higher. Even if niche audience watch our shows, we are happy with that fact.

There are many shows in the pipeline. So is it that you are revamping the entire channel?

Yes! This Diwali we will revamp the channel with six new shows. It is a channel refresh but I believe if there is something big, we should talk about it all together. So we will talk about it together.

A few weeks ago, Life OK had beat Colors. What is your take over it?

For us it was just a validation that even by doing different content, we can be among the top three channels. But for me, it was never the rank of beating them as much as that we are doing it by doing Saavdhan India, Devon Ke Dev. Mahadev, Laut Aao Trisha and now Ajeeb Dastaan Hai Ye. That is the joy.

Is it the channel strategy to bring in Bollywood faces on television with your shows?

No it is not the strategy; it is just about getting new people. If you see Laut Aao Trisha, there is Bhagyashree Patwardhan but besides there are a lot models. Depending on the story, we will get different people for the show. I think the entire cast are very good looking actors on television but we want to bring them together and make big statements. It is not about Bollywood; it is just about getting a good casting done for all the shows.

Lastly, any message to your audience...

To all the India-Forums fans who are watching Life OK - thank you so much. I know you love some shows but hate some shows too. But no show of Life OK can be ignored. Thank you and keep building us.

We wish Mr. Ajit Thakur all the good luck for his future endeavors.

Upasana Patel

Your reaction

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Sonali Bendre

Ekta Kapoor

Devon Ke Dev. Mahadev

Ajeeb Dastaan Hai Ye

Laut Aao Trisha

Savdhaan India - India Fights Back

Life OK

Comments (23)

Aparupa @aparupanath

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Mohit Raina's presentation as mahadev and the entire cast of dkdm,has taken the show to another level.

10 years ago

Rohiniebian @Rohiniebian

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No I disagree with Ajit sir whatever he said about the promotion atleat for EBI LO not gave us enough promos but ebi still managed viewers attention with its unique story.When the major track was about to start of Kala's truth LO not gave promo for it what else should I say If they would have properly promoted it then situation now would have different for EBI.People want to view unique show but LO is pulling it.What about GD they should end it also it also completed one year because LO not keep their serial more than one yr.

10 years ago

3 Reply

Shaina_b @Shaina_b

+ 2

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You always treated Ek Boond Ishq like a stepchild ever since TP came on air!!!

You wanted to sabotage it!!!!And that is why you stopped promoting it!!!

EBI was the only show which can be called different not just on Life OK but on TV in the last few years!!!!

But you ruined it!!!Now all you can show is saas-bahu shows on your channel because TP and GD are just that!!!

Your meaning of Differentiation is differentiating between shows and favouring one and ignoring the other!!!

10 years ago

4 Reply

Ammu @ItsMe_Ammu

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Mr. Takur with all respect, i believe that EBI was one of the most unique show I have watched on TV. Your channel was always biased against it but the show still managed to hold on and stay high. If you had given EBI the same attention that you gave to TP then I am sure that EBI would have done much much better.
The best you can do now is give us a season 2 for EBI and do justice to those who watched your channel.

10 years ago

8 Reply

Zehrin @Zehrin

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EBI is the most interesting and may be only one fiction shows on Life ok...inspite of giving no promos it maintained its ratings...its a big matter and has to be appreciated.but u people always shows a biased behavior to EBI...only 10 promos in a year and u said that u r promoting other shows...
ya ..ur true.LO promotes their fav shows only like tp& GD...not EBI...if u promote EBi...then our EBI will with us ...but what u people done is just unfair...Atleast giv us EBI seoson 2 and do justice 2 ur viewers...otherwise its a tata-byebye for me to LO...

10 years ago

11 Reply

tannvi @Badtameez_Dil

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Mr Thakur what about Gustakh dil It also completed more than a year infact it ws even started much before Ek Boond Ishq .if u keep ur shows for 6 mths to a 1yr why not ending Mahadev in much respected manner...GD it has completed yr much before EBI completed...
If U promoted Ek Boond Ishq in much better light it might be ur channel much better ratings when despite of non-promotions its ws always above 2 or near to 3 in rating levels...

10 years ago

9 Reply

deepali1983 @deepali1983

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Sorry to all of u. I don't know about it that due to less trp they ended the serial.

10 years ago

sehreen @Sehru_life

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@deepali its not about ending it about what they did with the show .
They always ignored it,
and at the last the giving excuse that its ending due to low TRP.
I think we have right to share our feeling here .

10 years ago

6 Reply

Divya429 @Divya429

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@deepali ..Lifeok said they r ending EBI due to trps ..I don't knw whts ur take on it,deepali..from ur replies I don't think you knw much abt EBI
If EBI ws PRed properly & still if it's TRPs were bad we wud hve accpted it..
They r rushing the climax due to lack of time..as u say everytng is over in EBI.
TP was a 3 months show when it was launched which got extension ..lead has left the show & fans are crying to end it..
And where has it written that a show shud end when it completes 1 yr ?

10 years ago

9 Reply

mahamalik @princessmaha

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how could you say ebi has no story left ebi has lots of stories left to reveal but its lifeok mistake to end it abruptly so in short of time they have to end it abruptly. Ebi story can can't be compared to other typical serial stories. its story is very unique and interesting .lifeok never gave importannce to ebi hardly 10 promos in a year this is totally injustice

10 years ago

11 Reply