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While there are plenty of cliched love scenes in the prime time shows - long eyelocks (without blinking!) the hero firmly tugging the nubile beauty's long, flowing dupatta or the leading lady 'falling' conveniently into the hero's waiting arms, there's no real passion. If courting couples on telly are shy, awkward and content with just all of the above, newly married couples have to patiently wait for weeks and months before they can consummate their relationship. Kuch Toh Log Kahenge, Bade Achhe Laggte Hai, Iss PyaarKo Kya Naam Doon?, Parichay, Dharampatni,Diya Aur Baati Hum, Phulwa, Sasural Simar Ka and Saath Nibhaana Saathiya are perfect examples of couples who are supposedly in love/halfway in love, but virtuously refrain from even embracing each other (it's a family show, viewers might get offended to see some serious PDA!).

Most TV producers insist that the audience is not prepared to see too much love too soon on a TV show. "While, the expression of love is missing, the actual romance and consummation among the leads is what the audiences wants to see. People want to see classic age-old romance on TV and not supersonic instant love. We try to show consummation as time progresses," says producer Nikhil Sinha. On the other hand, some show makers say there is enough romance for viewers. "I feel the TV shows are actually advising couples today to take it slow and spend quality time with their spouses/partners," says Romesh Kalra, director of Yeh Rishta Kya Kehlata Hai. Even after the couples are married, the consummation sequences don't follow immediately! "There are limitations, we can't show consummation scenes as the target audience is the entire family. TV couples also need time to understand and share a comfort level with each other. Smooching scenes are a big no-no as kids also watch television," Romesh adds ruefully.

Channel heads however, disagree that love is missing on television. Virendra Shahane, fiction head of a GEC says, "Pulling dupattas as an expression of love is passe. Consummation is a high point on all TV shows, so a lot of drama needs to unfold before it can take place."

After marriage, the entire definition of romance changes and there is more intimacy involved. Keeping in mind the censor board rules, soapmakers insist that they carefully monitor content and never go overboard in their shows. Siddharth P Malhotra, producer of Ek Hazaaron Mein Meri Behna Hain says, "My shows only have romance. I feel kissing is progressive and it should be done on TV, but as per rules, smooching is not allowed even in the post 11 pm band. So, we show romance in the form of hugging."