Russia’s national TV channel U-TV is airing popular Star Plus drama ‘Iss Pyaar Ko Kya Naam Doon’ (What should I call this love?), giving Russian viewers a taste of Indian romance.
‘Iss Pyar Ko Kya Naam Doon’ is an unlikely love story between two people whose values are totally different. The series airs in the morning slot at 11:20 am every day from Monday to Friday.
The channel has acquired the series from Star TV India in partnership with Intellecta Srl, which is a long-time partner of Star India in Europe and the CIS countries. Facilitator of the agreement from the Russian side is Contentica, an established distributor in Russia.
Intellecta Srl CEO Christina Vlahova said, “With the typical audience of U-TV, the series is going to reach the younger generations of Russians and offer them a colourful and very romantic taste of India. And seeing their reactions on the online forum of the channel, it is already touching their hearts.”
Star India COO Sanjay Gupta said, “Star India’s entertainment content has gripped people from all over the globe and its acceptance across geographies is a testament to our commitment to inspiring people. We’re delighted that our stories continue to transcend borders and are confident that it will enthral the audience in Russia as well.”
‘Iss Pyar Ko Kya Naam Doon’ was the best-selling series for Star TV India in 2014, being picked by markets in the CIS, Europe and Africa.