'Each platform delivers a specific objective while facebook is a great place for fans to engage with us, consume rich media content and share with friends twitter being much more time-sensitive, helps create buzz about relevant topics and shows at the right time. Just in case you're wondering which platform gets the most traction, Thakur isn't very helpful. We also have efficient partners that understand the nuances of social media engagement and help spread marketing ideas across digital and social platforms,' replies Thakur. The website is decked up with web exclusive content including live streaming, picture gallery, video uploads, show trivia and a concert sectionīut how does the channel promote its online presence? 'We have a dedicated digital content and marketing team, who focus their energies on creating interesting content for the digital audience. We also provide additional content specific to digital platforms for users who have supported us, or in facebook terms, 'liked' us.' The idea is to leverage the various platforms to drive engagement and increase affinity towards our content. Says Life OK general manager Ajit Thakur: 'Social media platforms are a great place to directly engage and interact with consumers. There's also the shows schedule for those who want to know what time their favourite show will be telecast during the day. It is easily the hub of Life OK's online activities with web exclusive content including live streaming, picture gallery, video uploads, show trivia and a concert section. To top it all is Life OK's official website - As the channel's mainstay, the website aims to use all its other platforms to draw more and more traffic.

Viewers can watch the latest episodes of top-rated properties like Mahadev, Shapath and Savdhaan among others.

And so, it launched its official YouTube channel in December 2011, and has since uploaded 5,000-odd videos. Life OK is aware that for a general entertainment channel, video uploads draw the most traffic. #ThePerfectBachelor hash tag garnered more than seven million impressions It was only the second Indian show to trend for 21 hours. So much so, the hash tag found its way to the numero uno spot on India trends, that too within half an hour of the beginning of the contest. To cite an example, the channel created, #ThePerfectBachelor, for its upcoming reality show The Bachelorette India - Mere Khayalon Ki Mallika and garnered more than seven million impressions. With instant reactions and feedback the staple of twitter, Life OK makes the most of this platform with timely tweets and re-tweets. The official twitter handle of the channel is abuzz with nearly 20,840 tweets from over 16,555 followers at the time of writing. In a day and age when 140-character tweets more than news make headlines, the plots of Life OK's many soaps are also tweaked through fan tweets. The page is kept up-to-speed with pictures, videos, polls and all the hot gossip, and shares links with the official pages of various shows aired on the channel. We also have efficient partners that understand the nuances of social media engagement and help spread marketing ideas across digital and social platforms, says Ajit Thakur

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