Russian net buys Indian drama pre-NATPE Europe

Russian local channel NTK9 has acquired a drama series from India, which is fast becoming a key supplier of scripted shows into central and eastern Europe.

Krasnodar-serving NTK9 bought Iss Pyar Ko Kya Naam Doom (How Do I Call This Love?, pictured) from Indian content provider and channel operator Star TV and Intellecta, a media consultancy that works to sell Indian series and Bollywood movies into Europe, Russia and the CIS countries.

The series will broadcast on weekdays in a 12:05pm slot alongside another Indian series, Diya Aur Baati Hum(The Light of Your Love).

“We have been working together with NTK Krasnodar for the last three years and are very happy with their pioneering efforts to show the best of India to their audience,” said Christina Vlahova, CEO, Intellecta.

“We are now looking forward to start working with other TV channels in Russia to be able to offer the best of India and reach an even wider Russian audience.”

The deal comes ahead of NATPE Europe, where Indian content providers have been targeting sales. Sources continue to claim Indian drama is challenging Turkish series and Latin American telenovelas in the CEE popularity stakes.