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Ajit Thakur, general manager, Life OK, says, "When we launched Devon Ke Dev Mahadev two years back, we knew we had a winner. With Mahadev we gave the nation a hero, an icon they worshipped, loved and admired on the weekdays at 8 pm. And now, with our latest launch, The Adventures of Hatim, we will take this legacy one step ahead and give our viewers their weekend 8 pm hero."

“Life OK was supposed to be a challenger to the No. 1 slot within the network. We had the full backing of the management in terms of intent and investment. But the proof that we can actually do it has come only in the last 6-8 months. We have grown to 14 per cent share and reached No. 4. 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. So there is more we need to do

Sanjay Gupta, COO, Star India, "Star One wasn't sharply positioned. It didn't make much sense to either viewers or advertisers. There was an opportunity to talk to conservative India, where people believe in the importance of tradition and family. The revenues of Life OK are much more than five times those of Star One. It has the potential to be the next No 1."