Itv is now mainly focused on older audiences. Young ones of the age group that used to watch young romantic serials like kitni mohabbat hai or kaisi yeh yaariya or star one type of dramas are nowadays into webseries and kdramas. Kdramas have plenty of fluffy rom-coms with more than enough romantic scenes between the leads. It also ends in 2 months. 16-20episodes max. It also has high production value. The last romantic serial i watched on Indian tv was ek duje ke vaaste and that was 7yrs ago.
742