People watching sensible shows on itv are very few. They prefer watching netflix and other sources for entertainment where you get quality content. There was a time where all dd shows whether it was hindi or other regional channels were top class. Those were the times when bolly wood movies were regressive while dd shows were progressive. And progressive movies came under the category of art cinema which did not mske much money. But now its totally the opposite, movies have become expermentive and itv has regressed to a lowest level, thanks to its leader ekta maata.