Media and entertainment in Pakistan

Pakistani dramas during the 60’s till the late 90’s were a novelty amongst the Urdu speaking community not only in Pakistan but all over the world. This was the time when theatre in Pakistan was also booming and we had stage dramas like ‘janam janam ki maili chadar’ which broke the record for the longest run stage play and we had artists of the caliber of Umer Sharif doing theatre which not only provided entertainment but also possessed the ability to educate and spread awareness amongst the masses.

With the influx of foreign media and cross border influences, television dramas have been reduced to mere second rate copies, losing the cultural element which endeared them to the viewers. Entertainment on television is presently confined to unoriginal productions which vary from soaps to sitcoms and music shows; all of which lack inventiveness. If the present trend continues we will lose market for home grown talent.

The query at hand is what needs to be done to revitalize our industry. Many new channels have sprung forth which have created an insatiable demand for media personnel, but there is a dearth of professionally trained individuals in the field. Entertainment companies such as Mastermind productions have taken the initiative and are working on producing dramas which take queue from the traditions laid out during the glory days of PTv. With the expanding market there is a need for trained actors, directors, producers etc unless this demand is met the standards cannot be raised, for this academic institutes need to be set up with media professionals trained in the field educating the aspiring media enthusiasts.

This brings us to stage dramas; television due to competition from foreign channels has hopes of sustaining itself as demands for quality increase. Whereas theatre is Pakistan has become synonymous with perverted humor, lewd remarks and obscene dances. The content is strictly adult and not a family entertainment by any standards. The excuse of the theatre producers is that they cater to the ‘market demand’, which is preposterous, as there is always demand for quality. Rafi Peer theatre is breath of fresh air in an otherwise dreary theatre industry; they have been bringing to the masses performing arts from all over the world and promoting young local aspirants to showcase their talents. The event has been met with vast acceptance which ensures that the society in general ‘does’ appreciate quality.

Pakistan is a cultural hub, a conglomerate of ancient arts, cultural values and talented individuals. The entertainment media needs to open up to new ideas and creativeness, youth should be given a chance to come forward and the audience needs to make intelligent choices. Focus should be on content rather than quantity; target audience surveys should be conducted to meet public demand yet at the same time moulding this demand to higher standards, only then can the media entertainment industry can serve both facets of its purpose i.e. entertainment with a purpose.

Written By: Saqib Shami