MUMBAI: Sony Entertainment, after facing flak for its show 'Pehredaar Piya Ki' and Broadcasting Council's fiat to shift it, has pulled off the show altogether. The council had also earlier asked the channel to run it with a scroll, reading that it does not promote child marriage.

After being shrouded in controversies and days after Broadcasting Content Complaints Council (BCCC) directed it to shift the show in late night slot from prime time, Sony has finally taken the call to discontinue it.

Launched on 17 July, the show attracted the audience's ire over its content, which showed a nine-year old boy into a marriage with an 18- year-old woman. The show was slammed for being "regressive", with many viewers accusing it for "promoting child marriage."

Two weeks ago, the BCCC directed the channel to move the show from 8.30 pm to the 10 pm slot but now, effective from 28 August, 2017, the channel has stopped telecasting the show.

In an official statement, channel stated: “We are pulling off our programme, Pehredaar Piye Ki, from television. While we understand that the decision to end this serial will be disappointing to those whose creative energies are vested in it, namely, its crew and cast, we (as a channel) are convinced that we will be better served by focusing instead on developing viewer interest in our upcoming, new shows."