Television

Star India shows now travel to West Asia, tripling ratings

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MUMBAI: Indian television shows and serials are becoming popular in several parts of the globe. Other than the Indian sub-continent, the US and the UK, West Asia too is gradually wanting to watch engaging and entertaining Indian content.

One of the serials debuting in Armenia is -- Iss Pyaar Ko Kya Naam Doon. This "What Do You Call This Love" is Star India’s original drama which has debuted on television in Armenia.

The intense love-hate relationship and the romantic drama between Arnav and Khushi, who have separate and independent ideologies that do not match. The ratings for the television slot of this show on Armenia TV has tripled, and gone beyond as well.

Star India will be heading to MIPTV with a few chosen titles that includes Dil Bole Oberoi (translated as -- My heart goes out to Oberoi ) and Ishqbaaz (which could be called as 'The love pundit') produced by the creators of Iss Pyaar.

Star India's president of international business Gurjeev Kapoor has said that irrespective of geographies and culture, powerful stories would make a lasting impression on the audience. It had been crucial idea in making Star India’s content a winner which traveled to over 100 countries in the world. He said they were elated with the success of Iss Pyaar Ko Kya Naam Doon in Armenia.

Intellecta CEO Christina Vlahova and Star India's long-standing partner in Russia, the CIS and Europe said that television slot ratings tripled or quadrupled wherever the series went. She said she worked on the introduction of the Indian drama series in the last six years and witnessed a number of successful territory launches. She said they could say for sure that "Iss Pyaar..." was one of the most successful series to start with in a new international territory.

Pan Armenian group - international relations officer Liana Muradyan said that Armenia TV left no stone unturned to offer the best content to its viewers, be it in-house production or a foreign one -- "Iss Pyaar..." was one of them. Being one of the topmost Indian TV series showing gratitude and revenge, love and hate, respect and disrespect, Muradyan added, that the Armenian viewers loved it from the first episode.

The show focused on morals and high values of the characters along with love-hate relationship, also depicting traditions and rich culture of India, she said.

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