MUMBAI: Arré, the digital media company founded by Ronnie Screwvala along with B Saikumar and Ajay Chacko, is all set to launch its first sitcom in February 2016.
The show titled as I Don’t Watch TV (IDWT) is a wild comedy on the evolving Indian TV industry. The first season consisting of five episodes is already shot and will launch in February, while the second season is under production.
The show will draw commentary on Indian celebrities and the growing obsession with Bollywood. The show is produced by Nakuul Mehta and will star some of the biggest names from daily soaps.
Directed by Ajay Singh, the show will give a close personal look at the daily soap world through Mehta’s eyes.
Other personalities that will be seen on the show are Drashti Dhami, Karan Patel, Rithvik Dhanjani, Kritika Kamra and Karan Wahi amongst others. The show will also feature Alekh Sanghal and Ram Menon.
Not restricting itself to daily soaps, the show has a humorous cameo by film critic Rajeev Masand.
Arré founder and MD B Saikumar said, “Arré aims to be a multi-genre, multi-format content brand and for the mobile and digital consumer who is increasingly moving away from TV – to that end, I Don’t Watch TV, is perhaps the ideal sitcom to launch our video slate with. We don’t believe in doing the straight and narrow and after Ho Ja Re-Gender, a social experiment on gender issues, we now present IDWT, which is a fictionalised, irreverent, yet realistic look at the idiosyncrasies of the daily soap industry. And Nakuul represents the honesty and the dichotomy of this age – and we’re thrilled that he is so passionate about this project himself.”
Mehta said, “We found a great synergy with the folks at Arré and their backing of disruptive ideas makes them a perfect platform for IDWT. This series is truth meets part fiction meets part bizarre, which in essence is Indian television, today. It has been our labour of love and we have been keen to tell this story for a long time as it is personal and quite intense in a lot of ways, though it’s presented in a humorous and edgy way.”
