DNA asks experts if there is positive change in audience sensibilities with regards to mature love stories.

One of the first shows on TV to talk about a love story between an older woman and younger man was Zee's Astitva — Ek Prem Kahani.

"Audience love to see things that have a realistic feel. Astitva was a clutter-breaking, trendsetter show and is an example of a well made, starkly realistic show that has not only won critical appreciation but has also made lay viewers sit up and notice. It was a love story that was aired for about four years focused on the concept of a woman's identity," says fiction head, Zee TV, Sukesh Motwani.

The story was about Dr Simran Mathur, played by actress Niki Aneha Walia, who enters a complex situation when she marries a man, 10 years younger than her, played by actor Varun Badola.

Experts also say that such stories have new challenges because the audience haven't really seen such concepts on TV too often.

"These showsneed to be sensitive, real, moving and dealt subtly in a specific manner. Astitva was successful as it was handled very well. After that for a very long time, the viewer has suffered poor consumer-driven fare. The current trend in Indian cinema is proof of this — it has accepted change and repositioned itself as A-grade entertainment. TV audiences' sensibilities have changed and today viewers no longer want to see regressive middle class stories that resists change," explains a TV expert.

Danish Khan, senior VP
marketing, Sony, feels novelty is the USP for any show.

"Be it Bade Achhe Lagte Hai or Kuch Toh Log Kahenge, both are mature love stories but both are world apart. There is always place for fresh and refreshing stories about romance which feels real as compared to young lovey-dovey romantic stories. Our target audience has certainly evolved and are looking out for realistic content," he reasons.