|
|
|
The launch pad of hopes
Ever since cable became rampant, and an assortment of foreign channels invaded our culture and values, local audiences have become more concerned about safeguarding and propagating our ethical and ethnic ideals. No one can deny the importance of electronic media in this ever contracting global village and its power to influence and sway the public. Media moguls have been trampling each other for half a decade to beam a Pakistani satellite channel that would cater to the local as well as the global, market and create a positive image of Pakistan.
PTV World followed by Indus Vision and ARY Digital have endeavoured to bridge the gap of supply and demand. They have succeeded in their own respective ways but they miss one integral ingredient or the other that could bring them to the ranks of Star or ZEE Networks. Numerous factors include programming, packaging, and presentation which have contributed towards this phenomenon. Since both Indus and ARY are relatively new entrants, all eyes are on them to enhance their offerings. Meanwhile Prime Entertainment, a new channel, anticipates delivering what its compeers could not.
Recently, the channel held an imposing soiree to formally mark its launch. The list of invitations was limited to who’s-who of the electronic media and top brass of public figures. The glitterati, the advertisers and media magnates were all there at the launch of the channel that its founders referred to as the precise picture of Pakistan and its heritage. People like Major-General Rashid Qureshi, Justice Javaid Iqbal and Ejaz-ul-Haque, showed up to illustrate their support to Prime’s cause. The most elevating speech was probably rendered by MD PTV, Yusuf Baig Mirza who heartily hailed the initiation of Prime entertainment. The immaculate Zia Mohyeddin was host of the evening. He opened the show in his peerless style, peppering the affair with enunciation, phraseology, and panache that are his trademark.
Instead of turning the entire episode into a hip-hop event, Prime planned the entire evening prudently. They invited performers who harmonized with Prime’s vow to project a positive image of Pakistan and foster its culture, heritage, and legacy. People like Ustad Hamid Ali Khan, Arif Lohar, Fasih-ur-Rehman, and Ghulam Ali entertained the guests with their performances. To further augment the spirit of the evening, Jawad Ahmad, Abrar-ul-Haque, Umar Sharif, Meera and Zara Sheikh also elicited equally elevating responses from the assembly.
Resham in her pink sleeveless dress was a real head turner. On the erratic dull moments, all heads turned to extol her alluring beauty. Other celebrities who had their share of attention were Tahira Syed, Gia Ali, Ayesha Sana, Javaid Sheikh and many others.
Directed by veteran Ayub Khawar and coordinated by Irfan Asghar, the show started a hundred minutes late and continued until the wee hours of the morning. The most jarring feature was the guests kept on turning up as late as they could and with twice as many guests in tow as allowed. One senses they did not feel important enough by just being invited: they had to indulge in such paltry methods to make other people appreciate their importance.
During the show, Prime showed promos of programmes they have made for the first quarter. Insiders reveal drama hour is Prime’s strength presenting plays like Shahla Kot by Ashfaq Ahmad, Tanha Tanha by Hameed Kashmiri, Baazi, and Nigah. The most anticipated serial would be Sooraj Girhan by Asghar Nadeem Syed. Only time would tell if it could surpass Chand Girhan in popularity. Prime’s shows like Bandhan featuring Bushra Ansari, Dil Nay Phir Yaad Kiya featuring Zeba Bakhtiar and Kaun, a murder mystery series, would also vie for viewers’ attention. However, their sitcom slot appears to be the weakest. The only salvations could be Hotel Lucky Star by Shireen Pasha and Half Set by Samina Ahmad that boast of neophyte writers and tenderfeet actors.
Prime TV is probably the only Pakistani channel that is catering to three continents and fifty countries. It covers entire Europe, North America, and the United Kingdom. It is the only channel in Pakistan that can be watched on a regular antennae, cable, and satellite. Prime Entertainment plans to streamline its transmission and air consistent transmission through satellite soon. With such a strategy one hopes Prime Entertainment would be able to live up to its vow.
|
|
|
|
