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The show must go on
A lot has already been said and written about the current positive phase that the electronic media is going through in terms of expansion, and the resultant mushrooming of private TV channels in Pakistan because of the present government’s policies. Another progressive step taken by the state government quite recently is the projection of the softer image of the country abroad as a counter effort to undo the damage after the September 11 attacks, and to attract foreign investment in the country.
This piece aims to highlight the role that some of the more popular TV shows on both the national and private TV channels have played to promote that image. The impact of PTV in the promotion of Pakistan’s softer image abroad is probably the greatest because it is telecast in around 53 countries and also because the newly launched PTV Global, which is solely aimed at the international market, has received a very encouraging response from homesick expatriates. Raat Gaye is the show from PTV which seems to have gained immense viewership both locally and internationally because the picture that it projects of Pakistan and its people is something that was missing from the media focus for quite sometime now. It takes its guests from the literati of our society and the discussion that follows is quite stimulating.
“Raat Gaye is a two-pronged initiative of PTV — to preserve and to project. On the one side, it aims to keep the literary and music heritage of Pakistan alive and on the other, it is an ideal platform to promote Pakistan’s soft and moderate image to the rest of the world,” says Khawar Azhar, the director of marketing who also helped developed the concept when renowned literary personality, Ammar Masood brought it to PTV. The latter is also the son of famous comic poet, Anwar Masood.
Two guests are invited on the show which is aired five days a week (from 11:15pm to 1am). One of them is a leading singer who has to perform with the live orchestra on the set and the other is any seasoned Pakistani literary figure or intellectual who is then interviewed by the host while excerpts from his or her writings poetry or prose are also read on the show.
One of the highlights of Raat Gaye is its set which bears a classic theme and is exquisitely decorated with timeless pieces. The late night show may not conform to commercial norms but because of its unique concept, it has managed to yield lucrative returns. It has also been successful in presenting a softer, cultured and humane face of a nation which takes pride in its rich heritage and culture.
In The Late Night Show With Begum Nawazish Ali aired every Saturday on Aaj TV, the ‘Begum’ doesn’t lose any opportunity to flirt with her male guests, ranging from politicians to showbiz celebrities, both young and old. She may be a fictitious diva but she is real enough to make frequent public appearances and continues to charm people both on and off screen.
Begum Nawazish has called to her drawing room some very high profile personalities and has carried out intellectually stimulating conversations with them, while at the same time flirting and acting coy — something the viewers find extremely amusing and which keeps them glued to their TV sets. And in this day and age when ratings decide the life span of a show, the controversial Begum, it seems, is here to stay and charm the socks off all and sundry.
The impact of PTV in the promotion of Pakistan’s softer image abroad is probably the greatest because it is telecast in around 53 countries and also because the newly launched PTV Global, which is solely aimed at the international market, has received a very encouraging response from homesick expatriates
Produced by Nadeem Baig, the set is very tastefully decorated and the designer saris that Begum Nawazish wears are another main highlight of the show, also reflecting her exquisite taste.
The fact that the show hosted by a controversial personality has been so well-received by the masses in Pakistan attests to the liberal thinking of Pakistani people. Although it is still considered taboo to talk of transsexuals in our society, the show proves that the people of this country are willing to entertain them on screen.
Another show aired on the same channel, Silver Screen, is hosted by Khusro Mumtaz along with model-actress Tanya Shafi. Together, they review the latest and also classic movies. Both the hosts present interesting views and counter-views and complement each other really well. The show portrays a picture of the section of Pakistani society interested in watching the latest Hollywood and Bollywood releases.
Cutting Edge, aired on Business Plus and co-hosted by Ayeshah Alam is a talk show with a difference where the two hosts make statements on the current social and political issues. The statements should not be taken very seriously as they are laced with a trace of sarcastic humour. The show has its own fan following and the audience increases with each showing. Cutting Edge is a testimony of the freedom that has been granted to media by the present government as the statements made on the show directly target those who are in power in Pakistan.
Heart To Heart With Samina Peerzada is another well-conceived talk show that gives a very positive impression about Pakistani people. Samina interviews people from different fields and talks about their professional and personal lives. The sets are aesthetically decorated with very light hues giving the whole aura a very soft appeal. But at times the host throws questions to her guests in a philosophical manner that makes the show less engaging. Also, some of the criticism targeted towards the show alleges that it has been formatted along the lines of an Indian popular show hosted by Simi Garewall.
Whatever the case – be it an original or a copy – the fact is that in search for a saleable commodity in the form of a hit show, our electronic media is experimenting with themes and trying out newer and different concepts. Whether they are hits or misses is something that can only be proved with the passage of time and by the viewership they attract.
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