MUMBAI: UDigital’s digital media brand Arré, which is co-founded by Ronnie Screwvala, B. Saikumar and Ajay Chacko, is all set to launch a wild comedy on the evolving TV entertainment industry in March this year.
The trailer of the web series titled I Don’t Watch TV was launched on YouTube on 11 February, while the five episodic weekly series will kick-start in March on YouTube as well as on Arré.
As was reported earlier by Indiantelevision.com, the show is produced by Nakul Mehta’s Timbuktu Films and features other eminent actors from the industry like Drashti Dhami, Karan Wahi, Karan Patel, Rithvik Dhanjani, Kritika Kamra, Rajeev Masand, Disha Parmar, Aneri Vajani, Riddhi Dogra, Mishkat Verma, Mukesh Chhabra and Sana Sheikh in never seen before avatars.
The link of the trailer is:
Directed by Ajay Singh, the show gives a close personal look at the daily soap’s world through Mehta’s eyes.
When contacted, actor turned producer Mehta voiced, “I Don’t Watch TV is something that I have enjoyed working for. I wanted to share this with the audiences for a long time as it is personal and quite intense in a lot of ways. The show has its own language and will cater to its own audience. I produced it because I would love to watch such content. Television makes you laugh at their expense while on digital you can laugh at your expense, which is what makes me happy about the fact that IDWT is going on a platform like Arré.”
According to information available with this website, the show’s per episode cost is approximately in the region of Rs 16-18 lakh.
When asked about the new show, Arré co-founder Ajay Chacko added, “The need of the hour is social relevance and we not only churn out radical content but also play around with it within the social context. The show features extremely talented actors who have the advantage of taking up adventurous content with more experimental characterisation. This is new content with new talent. Digital gives you the opportunity to create different tones of content, be experimental and maybe also give form to the next big cliché. We don’t think we want to move to TV with this type of content; we are comfortable with what we have.”
Arré had also launched a digital reality show, based on the Israeli format Re-Gender with the same name in India exploring the relationship between the sexes. The series was a social experiment that broke down the rules of gender perception and stereotypes defined by the society and the challenges faced.
With a possibility of a second season of I Don’t Watch TV, the digital media company also has three more web series in the pipeline, which will be rolled out in the next couple of months.
