Unraveling Imagination

There has always been dearth of children's programming on our local television channels. It is also sad to note that most forms of entertainment for children are not in their national language either.

Last year, on July 4, a website, http://toffeetv.com was launched which took up this serious issue in a creatively amusing way for the sake of children's learning and entertainment. After being around just for 11 months, the team has crossed a million views on their YouTube channel.

Dawn.com meets up with the duo who are behind this interesting initiative and finds out what inspires them.

Our readers are at the heart of everything we do.
Do you have a thought to share or a way we can improve? We’d love to hear it. Reach out to us at feedback@dawn.com.

Multimedia

In-depth: Sindh destroyed, one calamity at a time

Hard knocks: Pakistani boxers dare to dream of Olympics

2015 LA Games: Meet Pakistan’s Special Olympics heroes

Amn

Jun 13, 2012 10:58am

Hats off to these talented ladies. Living abroad, I find the presence of these online more helpful. I am sure it will help our kids to develop love for their language & know the importance of cultural identity.

Recommend 0

Rabia

Jun 14, 2012 11:10pm

MashaAllah very brilliant..no doubt we need these things badly...Thanks a lot and JazakAllah for both of you

Recommend 0

Maria

Jun 13, 2012 08:02pm

You two have done a great job! My daughter is now glued to the Urdu version of Wheels on the Bus, Mary Had a Little Lamb, and Are you Sleeping. Earlier, my only source for Urdu story telling were the Cassette Kahanis which I downloaded from youtube. With regard to Urdu poems for kids, there is nothing on the web other than Aalo Mian and Choohay ka Bacha (not to forget the Hindi rhymes) but thanks to you two now my kid can enjoy a dozen Urdu poems.

Recommend 0

Maria

Jun 14, 2012 07:02pm

Great Work! I am a US based female Pakistani PhD student, very happy to see two women achieving art+tech creative stuff and also how the media is promoting our talented women. Keep it up and my best wishes!

Recommend 0

Rasti Wasti

Jun 13, 2012 11:15am

I recently came across Toffee TV via iPhone Genius help. Its been great kids, I live in the US and its a tough task to make sure kids stay with the Urdu language, culture etc. I always had to struggle to find kids related stuff on youtube, etc, however the Toffee app is liked a lot by my kids, 3 and 4, are using iPhone themselves and navigating through the APP themseloves and having fun. Great job, jazak'Allah!

Recommend 0

Avi

Jun 15, 2012 01:23am

Keep up the great work!!

Recommend 0

@Atharsiddiqui

Jun 14, 2012 01:36pm

#toffeetv is one of the best initiatives coming out of Pakistan for a long time. I had been searching online for Urdu content for my baby boy to get some exposure to the our beloved language "Urdu". All I can say is thanks

Recommend 0

Morad786 (UK)

Jun 13, 2012 07:53am

Well done! We are proud of you and my kids will love this site....

Recommend 0

Rasi

Jun 14, 2012 02:34am

Recommend 0

Wish

Jun 14, 2012 04:43am

Awesome effort well done :)

Recommend 0

rabia garib

Jun 14, 2012 05:58am

Dear Maria - Thank you for your kind words! Hope your daughter learns the lyrics and spreads the songs far and wide! :-)

Recommend 0

talea zafar

Jun 14, 2012 06:02am

Dear Amn - We certainly hope so! If you are outside of Pakistan, you can also use the ToffeeTV apps for iPhone, iPad and Nokia, depending on the device you use. A lot of people write in saying the apps just make the content more accessible, which only helps the cause you highlighted. Thank you for your feedback!

Recommend 0

Branded Content

Khyber Pakhtunkhwa expands climate action with one Million Tree Drive and forest reforms

The province is turning policy into action through a series of large scale programmes aimed at rebuilding ecosystems and improving resilience against rising climate pressures.

Taptap Send, Arshad Nadeem partner to highlight Pakistan’s unsung champions

The initiative comes at a time when cricket continues to dominate national attention, often overshadowing achievements in other sports.

NexGen Auto (Nishat Group) to Introduce iCAUR in Pakistan

As one of Pakistan’s leading business groups, Nishat Group operates across key sectors including textiles, cement, banking, insurance, power and agriculture.