Beat: Entertainment. Impact of foreign content on local media Group Members:
Nauman Yousafzai 13253
Warda Farakh 13263
Sundus Hashmi 13210
Eisha khan 13216
Tahreem Masood 13259
Superior University BMC-2
Submitted to: Zulqurnain
Impact of Foreign Content on Local Media
Pakistan is a vibrant market for the to-and-from media content. The introduction of Turkish Dramas into mainstream media is fairly recent and became the talk of town right after a rather controversial Turkish Drama called “ISHQ-E-MAMNOON” hit the airwaves. Televised by a relatively unknown local TV channel called urdu1, the drama was dubbed in urdu in order to make it easier for our audiences to understand and soon became known for what many viewers considered to be questionable content by Pakistani standards. Dubbing of the foreign content into local languages is now in high demand at all possible media market platforms. This is one question that was widely asked once ISHQ-E-MAMNOON went on air. Infact, similar apprehensions and queries have been raised earlier when many of our leading channels started showing Indian programs. What needs to be considered here, however, is that every channel relies on rating. Urdu1 was an unknown channel prior to the airing of ISHQ-E-MAMNOON and the controversy surrounding the drama further piqued viewers interest in what the cry was all about. The channels rating got a significant boost overnight, earning a warm response from viewers as well as negative remarks from some. PEROSNALITY THAT WE INTERVIEWED:
Orya Maqbool Jan
Orya Maqbool Jan is a renowned columnist of Jang, Nawa-e-Waqt, Daily Express. He is a poet and a CSS officer as well. He has received numerous national awards including the best urdu columnist in 2004. He wrote 15 dramas, of which 4 popular TV serials in PTV include: * Roazan
He wrote the book of his columns as “HARF-E-RAAZ”.
Question: It has been seen that foreign (Turkish/Indian) plays & commercials are being played. How do you take them? Answer: There was a time when PTV produced top class dramas and there was a strong competition in PTV. Writer was provided supremacy and felt proud as being part of PTV. Then a time came when private production stepped in and people started working in cults. Channels like starplus and hum TV were launched. It all started when hum TV showed romance of husband or a wife with someone else, it was then it became common for the public to watch and Turkish content intervened. PTV never showed such things, its best example is drama “waris”. That’s the reason public fell towards this new Europe culture shown in foreign content.
Question: How it has effected the channel ratings?
Answer: It is a natural phenomena that when a change occurs, people automatically attract towards it. The channels rating increased because foreign content jumped into our media and showed a different yet new culture that included a new modern environment, new places, new trends which lower the ratings of our local dramas.
Question: How it has affected the viewership of our Pakistani Dramas? Answer: Innovation holds people interest for a specific span of time. When people saw foreign content many of them gave negative remarks about these as they got aware that these don’t show any limitations and are against our cultural norms and values. Viewership increased to a very great extent but on the other side people condemned it as well.
Question: According to you what is that one element present in Turkish dramas, that despite the cultural differences, public is getting attracted to them? Answer: there are indeed two elements:
* Dubbing: These dramas are dubbed in urdu and then shown, which makes it understandable to audience as they can relate to what is being said.
* Nudity, thrill and...
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