Life Ok Launches Ek Thhi Naayka
‘Ek Thhi Naayka' is the new series being launched by Life Ok in its weekend time slot. This is a short series that would be telecast for eight weeks at the 11PM time slot. The eight-part series stars Smriti Irani, Sakshi Tanwar, Mouli Ganguly, Ankita Lokhande, Kritika Kamra, Shweta Tiwari, Pooja Gor and Amna Shariff and is produced by Balaji telefilms. These TV icons will be seen in various avatars from different Indian states and regions. Each episode would showcase each Naayika’s struggle against evil.
The channel is all set to strengthen its weekend time slot with this disruptive programming. With this new show based on the regional stories, the channel’s experiment with various short series continues. Earlier we had seen series like ‘Ram Leela’ and ‘2612’, which worked well for them.
Ajit Thakur, General Manager, Life OK stated, “The content is a bit edgy and we wanted to let the script remain undiluted. Hence, we decided to air it on the 11PM time slot and allow it for viewing by mature audiences.”
The television series is also a part of the marketing initiative to promote upcoming movie ‘Ek Thhi Daayan’. The move uses the concept of film and television integration, going beyond just appearances on shows or in-serial integrations in an episode of fiction / non- fiction shows.
In order to create buzz about the new show, the channel is focusing on digital and cinema, in addition to television. Perhaps a smart move like this to promote a movie could kick off a trend by some of the major production houses wherein, not only does the movie get promoted but the channels also get good content to pull in the audiences by offering variety in programming.
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