GECs
SET explores human relationships with ‘Itna Karo Na Mujhe Pyar’
MUMBAI: Sony Entertainment Television (SET) is all set to present yet another modern and mature take on love and marriage with the launch of its new series – Itna Karo Na Mujhe Pyar.
Exploring the intricacies of human relationships, it features Ronit Roy and Pallavi Kulkarni Nerurkar in lead roles. Produced by Balaji Telefilms, the show aims at reinstilling faith in the institution of marriage.
Itna Karo Na Mujhe Pyar is the story of a couple, Nachiket Khanna (Neil) and Ragini Patel, who are driven apart, ironically because of the intense love they shared. Neil, a doctor and Ragini, a nurse have four kids together but their marriage breaks due to a misunderstanding. Post the divorce, Neil moves to America with two of their kids and Ragini stays back in India with two kids.
Over a period of time, staying away from each other has made Neil an indifferent man, whereas Ragini is still trying to run away from the ghosts of her past relationship. They are constantly reminded of their broken marriage because of the children who are a sign of their past love for each other. However, fate has different plans sketched out for them and their children become the pivotal reason for them to start a new chapter in life. The story is now taken forward by the children, who attempt to bring together their separated parents and rediscover love after 15 years.
Speaking about the show, SET chief creative director Ajay Bhalwankar said: “It is always a pleasure to work with Balaji Telefilms as its concepts are unique, innovative and extremely relatable. Itna Karo Na Mujhe Pyar is bound to appeal to all our viewers with its engaging storyline and creative content. We are sure the audience will appreciate this unique take on love. Sony has been a pioneer in presenting mature love stories like Bade Acche Lagte Hain which have been immensely appreciated by the audience and Itna Karo Na Mujhe Pyar is another such show.”
Balaji Telefilms producer Ekta Kapoor said: “We at Balaji are really excited about our latest offering which explores the intricacies of human relationship. Through this show we are attempting to bring alive a unique love story between an estranged husband and wife. I am extremely delighted to extend our relationship with SET and I am sure the series will create magic on Indian television.”
The show not only marks Roy’s return to daily soap after three years but also Kulkarni’s comeback to television after seven years. The other cast members include Darshan Pandya, Avinash Mukherjee, Induben Mehta, Kirti Sualy, Jyoti Joshi, Falguni Desai, Aarav Patel, Rhea Sharma, Rohan Shah and Shilpa among others.
According to SET SVP head – marketing Gaurav Seth it is the biggest fiction show for the channel, not only in terms of casting but also with the storyline.
When asked the reason behind putting the show at 10.30 pm, Seth replied: “Our previous show Bade Ache Lagte Hai had done wonders for us at this slot. Moreover, as per the research, compared to other slots, a lot of audiences are available especially in the bigger towns.” Also, with 10 pm airing Maharana Veer Pratap which is doing decently well for Sony, it wants to create a strong 10 – 11 pm band with the new offering.
On the marketing front, the channel is aggressively promoting the new offering on all the platforms. According to Seth, at every platform the treatment is very different but the main highlight is the chemistry between the lead couples. “It is not a traditional but a classical love story,” adds Seth.
The promotions are designed and customised depending on the medium. On digital platforms like Facebook and Twitter, it has created a special motion video designed exclusively for the digital audiences. Moreover, there are emotion posters and apps running on the family.
On radio, being the audio medium, the channel has tried to capture on the thoughts of the two individuals. On the advertisers front, the call to have brands on-board will be taken very soon.
The series starts from 18 November and will air every Monday-Thursday at 10.30 pm.
GECs
Samsung TV Plus launches Kings of Comedy channel
New free FAST channel brings iconic Hindi comedy shows to millions of Samsung Smart TV owners.
MUMBAI: Samsung TV Plus has just turned up the laughter volume and it’s completely free. The leading free ad-supported streaming television (FAST) service in India has launched Kings of Comedy, a premium comedy channel featuring some of the country’s most beloved primetime shows. Available exclusively on Samsung TV Plus, the channel delivers back-to-back hits including Comedy Nights with Kapil, Khatra Khatra Khatra, and Comedy Nights Bachao, with no login or subscription required.
The launch marks a milestone for free streaming in India, offering audiences a dedicated comedy destination directly from their Samsung TV home screen. It arrives as Samsung TV Plus India celebrates its 5th anniversary, during which the service has grown its monthly active users by 42 per cent and more than doubled its total viewing hours. The platform now offers over 180 free channels across 14 languages.
Samsung TV Plus India general manager and head of business development Kunal Mehta said, “Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Our focus remains the same take the content people know and make it effortless to access.”
Globally, Samsung TV Plus has surpassed 100 million monthly active users across more than 4,500 channels, solidifying its position as one of the world’s leading free streaming services.
Kings of Comedy is now available on all compatible Samsung Smart TVs. For viewers seeking non-stop laughter without any cost, this new channel delivers a royal treat proving that sometimes the best entertainment really does come with no strings (or subscriptions) attached.
