"Will they or Won't they" is one of the most used and very popular trope used by a lot of TV shows (typically in American shows).
It means two leads are mostly thrown together a lot of time and their is a unresolved sexual tension which writers keep on hinting at but never give a conclusion to.
The problem of ITV is that it is difficult to get viewer ship to a show which is not set (at least a major part of it) in a household.
A very few dramas actually take place outside of a house. And thus, it is imperative for leads to be living together if they are going to spend time together.
And this means marriage in Indian context. But to continue the story, the Indian version of this trope results in not consummating the marriage situation. This is achieved by either showing some kind of misunderstanding or agreement between leads.
It is often seen that after the end of this trope (desi or videsi version of it) the show looses the original plot point and soon looses quality.
A lot of shows try to solve it by showing this in the concluding episode (e.g. Remington Steele (old serial of Pierce Brosnan) is an example of firang one or "Rishta.com" is desi one)
But sometimes shows do continue and manage to retain the fun.
I guess some of it is a different kind of attempt of doing the same. I guess CVs are trying (not exactly in the best manner) to do "Will they, won't they" version but with a difference (as the leads for a change do not hate each other and really married (not for six days, six months or some such stuff))
I agree it could have been done better.