afaqs!

Life OK to launch 'Nadaan Parinde' at dual prime time slot

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | April 07, 2014
The show will be aired Monday to Friday at 6.30 pm and 9 pm.

Life OK, the second Hindi general entertainment channel from the STAR India stable, is adding another fiction drama to its portfolio.

Nadaan Parinde promo

Nadaan Parinde promo

Ajit Thakur

The channel is launching a tale of "intense action" and "selfless love" titled 'Nadaan Parinde' on April 7.

Life OK has opened its early prime time slot of 6.30 pm to place the original airing of the show, thereby extending its prime time programming from 6.30 pm to 11.30 pm. What is quite unusual in the Hindi GEC space is, Life OK will air the repeat of the same show at 9 pm.

At the weekday 9 pm slot, Life OK has replaced several shows to accommodate 'Nadaan Parinde'. It aired Ek boond Ishq (8.30 pm) and Tumhari Pakhi (9.15 pm) for 45 minutes each. The airtimes of both these shows have been reduced to 30 minutes.

Ajit Thakur, general manager, Life OK, says, "Life OK has always been conscious of creating content that breaks the clutter and gives viewers a chance to experience different stories. Nadaan Parinde is a drama series that brings out real emotions and turmoil that a family at the border faces. With a gripping narrative, we will surprise the audiences with never-seen-before thrilling elements and moments. With this, we are also challenging ourselves as we open up the series with dual timings; a new slot at 6.30 pm and the existing 9 pm space."

Nadaan Parinde is produced by Imtiaz Punjabi and his company, Scaling Heights.

The show explores the journey of an Indian family living at the border. The story brings alive the reality that nothing is what it seems at the border and for the people living there, life is full of surprises and challenges. The channel claims to have captured the drama and the essence of the storyline as the show is based in a small village at the border near Punjab with real locations.

It has rolled out around four promos to communicate the launch to the people. The promos reflect how a fun-loving man named Sameer (played by Karan Rajpal) is up to his usual pranks in what is apparently a regular day for him and his family that lives at the border. However, he is unaware that he is being watched and monitored every moment. And then, there's a transformation. The happy-go-lucky and aimless Sameer's life turns 360 degree and he doesn't know the reason for the drastic change.

Launched on December 18, 2011, Life OK is distributed in many parts of the world. It replaced STAR India's now-defunct youth-oriented channel, STAR One. Within three years, the channel has reached the top four, replacing Multi Screen Media's flagship Hindi GEC, Sony Entertainment Television.

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