Mahadev and Amrit Manthan back to 45 minutes airtime during festive period

Life OK viewers will remember that when this channel had first started it used to have 45 minutes scheduling. It eventually shifted back to the traditional 30 minutes of programming. Now since yesterday the channel has again increased airtime of two of its most popular shows i.e. Devon Ke Dev...Mahadev and Amrit Manthan, to 45 minutes. Life OK General Manager Ajit Thakur said on the development, “This was done as the audiences wanted more Mahadev and Amrit maha episodes. It is also Diwali period and we wanted to give them (audiences) something special.” Dimple Jhangiani, who plays Nimrit in Amrit Manthan, added that, “this change will initially run for at least the next two weeks during the festival period. It might go beyond that as well.” However not everybody is gung-ho, according to an insider this change in scheduling was done without proper publicity. “Just running ticker on the channel is not enough, you need to properly pass on the word,” opined the insider. Many Amrit Manthan viewers will get upset as their show will now start fifteen minutes late (8.30 to 8.45). On the other hand, Mahadev will not be much affected as its run time will extend by 15 minutes, much to fans’ glee, as per a source. Another source added that may be the channel is deliberately extending timing of these above shows as they need to keep the empty 9 pm slot warm which might be filled up by Chabbis Barah from 26 November (2012).