Press Release

Indian Drama TV Series for the First Time on a National TV Channel in Russia

30 March 2015

U-TV Russia has started airing Iss Pyar Ko Kya Naam Doom (How do I call this love?), giving its Russian viewers once again the taste of Indian romance.

Following the premiere of Indian TV series on the regional NTK Krasnodar in 2013, with the start of the new year the national broadcaster Channel U Russia has started airing one of the most successful Indian TV love stories, offering its viewers the possibility to savor again what India can offer.
The channel has obtained the series from Star TV India in partnership with Intellecta Srl – a long time partner of Star India in the territories of Europe, Russia and the CIS countries. Facilitator of the agreement from the Russian side is Contentica – one of the best established distributors in Russia.
Russians have very positive memories of Bollywood movies, being one of the most successful and enjoyed cinema in Russia in the 70s and the early 80s. At the time the names of Raj Kapoor and Mithun Chakraborty, were household names in Russia and each of their movies received with grand success.
And now Iss Pyar Ko Kya Naam Doom (How do I call this love?) is to offer Russian viewers an unlikely love story between two people, whose values are totally different. The series is an intense romantic drama, which leaves viewers wanting for more. U-TV airs the series in their morning slot at 11:20 every day Monday to Friday.
"We are very happy to bring back India to the viewers in Russia," says Christina Vlahova, CEO of Intellecta Srl, "And with the typical audience of U-TV, the series is going to reach the younger generations of Russians and offer them a colorful and very romantic taste of India. And seeing their reactions on the online forum of the channel, it is already touching their hearts."
"Together with U-TV`s management we decided to bring to the channel one of the most popular Indian series," says Igor Malachevskiy, CEO of Contentica. "Hopefully it will have a success among U-TV`s target audience."
Mr. Sanjay Gupta, Chief Operating Offer, Star India commented, "Star India’s entertainment content has gripped people from all over the globe and its acceptance across geographies is a testament to our commitment of inspiring people. We’re delighted that our stories continue to transcend borders and are confident that it will enthrall the audience in Russia as well."
Iss Pyar Ko Kya Naam Doom (How do I call this love?) has been one of the best selling series for Star TV India in 2014, being picked by a number of different markets in the CIS, Europe and Africa.
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