Life OK enters the third year with a fantasy

The channel expects the character of Hatim to grow as big as Mahadev. Meanwhile, it has announced the promotion of Aniruddh Pathak as content head.

After finishing two years and launching close to 40 shows, Life OK is all set to enter the third year with a fantasy tale, The Adventures of Hatim, albeit not a first on Indian TV screens. The story of Hatim will be retold to the viewers in a different manner and from a different angle, claim the makers of the show.

Nikhil Sinha, producer, Triangle Films Company, who was also the man behind Mahadev, the show that took the channel to the popularity charts initially, is confident that Hatim will be able to break clutter.

There are about 40-50 versions of Hatim's tales across the world and he is known as Hatim Tai in India. The channel has picked a new face to portray the character of Hatim and expects that he will reach the popularity of Mohit Raina (who plays Mahadev in the show).

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."

Starting on December 28, this is set to give another male character to Indian television which is otherwise full of popular female faces. Just like Mahadev, the show is high on graphics and will be shot in chroma as much as on real sets. However, the initial production costs of Hatim are almost 40 per cent higher than that of Mahadev.

Sinha says, "We have a very strong legacy of fantasy stories in our country but unfortunately this genre is almost lost now and therefore, lost in storytelling, too. Hatim is an effort to revive that genre."

The channel also announced the promotion of its erstwhile creative director, Aniruddh Pathak as content head. His new responsibilities will include development of new content and management of existing shows. He has been writing for television for about 10 years and this is his first role as content head.

About Hatim, Pathak adds, "We had a clear vision when we launched Devon Ke Dev Mahadev, to portray Lord Shiva in a never seen before manner. With The Adventures of Hatim, we want to recreate the magic. However, at the same time, we plan to take the scale of fiction shows one level higher. Never seen before graphic elements, unique properties and superlative characters, the show guarantees unmatched entertainment for the audiences."

The channel also lost its marketing head to its sibling GEC, STAR Utsav about a fortnight back. To fill in the shoes of Pratik Seal, former marketing head, Life OK (and current business head, STAR Utsav), Parinda Singh has been promoted to head the marketing division of the channel.

Produced by Sinha's Triangle Film Company, The Adventures of Hatim goes a step beyond the ordinary and brings the viewers closer to the world of fantasy and adventure. Debuting as Hatim is Rajbir Singh. The cast also marks a comeback for popular celebrities like Nausheen Ali Sardar, Dolly Sohi, Khalid Siddiqui and Pracheen Chauhan.