Tag: Sony TV

MUMBAI: Sony Entertainment Television has strengthened its primetime line-up with the launch of Ishk Par Zor Nahi from 15 March. Ishk Par Zor Nahi, a new-age, young love story of Ahaan and Ishqi – two people who are not just different in personality, but also share polarising viewpoints about marriage. Starring Akshita Mudgal as Ishqi and Param Singh as Ahaan Malhotra, the show is produced by Four Lions Films, and will air Monday to Friday at 9:30pm.

Sony Entertainment Television & digital business content head Ashish Golwalkar shared that the channel is known for its variety entertainment, unique storylines and lovable characters. His effort is to create a property that can impart knowledge, highlight social and cultural issues prevalent in the society and leave a long-lasting image in the minds of audiences.

Said he: “We have had a great start to the year, and we are committed to bring forth an eclectic mix of narratives to our viewers. Ishk Par Zor Nahi has a flavour of romance through an accidental couple who are poles apart from each other and nurture different perspectives on marriage, relationships and family. It is a fresh young love story with relatable characters, and we are pleased to partner with Gul Khan and Deepti Kalwani for this show. We are certain the audience will enjoy what the show has to offer.”

According to Golwalkar, television has a limited scope in terms of creative expression, but what sets Ishk Par Zor Nahi apart is the way the makers have weaved the storyline. He credits Four Lions Films co-founder Gul Khan for coming up with the idea.

“I’ve been working with SET for the past five years, and we’ve tried to collaborate on a project numerous times but somehow it didn’t work out. Finally, during the lockdown, I approached Khan to create a love drama. From there on, the process of writing, re-writing, casting started,” he detailed.

The insights of the show are not very sublime or tough it is very simple, the way it is packaged makes it more engaging. It is a simple story of how two contrasting people come closer and eventually fall in love. What differentiates it is the value system, there upbringing, how they respond to societal norms which are deeply embedded within each family, added Golwalkar.

Khan is looking forward to working with Sony Entertainment Television for the second time. She mentioned that while Four Lions Films is known for making romantic shows, there are many things which remains unsaid; SET has given her the platform to speak her mind and address these underlying issues.

“In our society, casual sexism has become so common that we have questioning it. In a same household a girl and boy are treated differently, it is engraved in our minds that we have to change once we get married. It changes the way how we grow as an individual and at times bring a full stop to our happiness,” she shared.

Khan went on to say not to be deceived by the show’s initial impression – it might look like a simple love story, but as the story unravels, audiences will witness intense drama. Normally, it takes three to four months to write the script for a show, but in this case, it took much more time as the makers were trying to strike the right balance. She also revealed that the team at Sony TV was quite demanding, in a positive manner. They were quite precise over what they wanted out of the show. 

While addressing a virtual conference, Golwalkar clarified that the intention of Ishk Par Zor Nahi is not to influence audiences or instruct them what is right or wrong; rather, it seeks to entertain them and, along the way, subtly raise some thought-provoking questions. He further added, “We didn’t have many launches in the second half of last year but this time we are working on experimental shows, then there is a sitcom genre with Sargam Ki Sadhe Sati, Punyashlok Ahilyabai is doing well for us in the 7.30 pm slot. Our recently launched show, Kyun Utthe Dil Chhod Aaye is also performing well. So, in an all we are trying to bring variety with our fiction shows.”