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Sony refreshes primetime line-up with ‘Itna Karo Na Mujhe Pyaar’

Premiering on November 18, the show replaces Humsafars at 10.30 PM which will now be shifted to an early slot of 8.30 PM slot

BestMediaInfo Bureau | Mumbai | November 17, 2014


Sony Entertainment Television is strengthening its line-up with the launch of different fiction and non- fiction shows which are sure to keep the audience entertained. The launch of Ekta Kapoor’s new show ‘Itna Karo Na Mujhe Pyaar’ starring Ronit Roy and Pallavi Kulkarni in the leads will take the 10.30 PM time slot. The show will replace Humsafars, which was airing at the late night time-slot however will now be shifted to an early slot of 8.30 PM next week onwards.

With this, Sony has revamped its weekdays primetime line-up after Kaun Banega Crorepati has come to an end. Sony’s fiction line-up begins with ‘Itti Si Khushi’ at 8 PM followed by Humsafars at 8.30 PM, ‘Tum Aise Hi Rahna’ at 9 PM, ‘Hum Hain Na’ at 9.30 PM, ‘Maharana Pratap’ at 10 PM and ‘Itna Karo Na Mujhe Pyaar’ at 10.30 PM.

Itna Karo Na Mujhe Pyar is a heart-tugging story that is sure to strike the right chords with the viewers. The show not only marks Ronit Roy’s return to fiction after 3 years but also Pallavi Kulkarni’s comeback to television after 7 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.

Ajay Bhalwankar Ajay Bhalwankar

Ajay Bhalwankar, Chief Creative Director, Sony Entertainment Television, said, “It is always a pleasure to work with Balaji Telefilms as their 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.”

Ekta Kapoor, Producer, Balaji Telefilms, said, “We at Balaji are really excited about our latest offering – Itna Karo Na Mujhe Pyar 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 Sony Entertainment Television and I am sure Itna Karo Na Muhje Pyar will create magic on Indian television.”

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