BELIEVE it or not, showing excessive foreign content, especially Indian, has cost Pakistan economically, culturally and psychologically.

According to Pemra, there are around 79 registered channels in Pakistan that show 40 to 50 per cent of foreign content where only 10pc foreign content is legally allowed (Indian content being six per cent).

There are also around 77 unregistered channels that show 50 to 100pc foreign content. This portrays the extent of foreign content the public is exposed to.

Moreover, Pakistani advertisements are mostly made by Indian production houses or Indian actors/actresses are included in Pakistani advertisements. This undermines the growth and potential of Pakistani media industry.

For that purpose, the United Producers Association in Pakistan protested and submitted an application in May 2018 for banning Indian content on Pakistani channels because of its adverse effects on the media fraternity.

Also, music and dance are not the only elements to grab mass’s attention. It has been researched that memories that have emotional aspect attached to them are easy to remember.

If we are to emulate or show Indian content why not import ideas that have some positive message in them instead of replicating the Indian model of music and dance.

The Pemra has clearly failed as a regulatory authority and despite its ban on Indian channels a few years ago, the excessive content has been continually displayed.

I urge the prime minister to deliberate upon this issue and take concrete action to protect our media industry and the minds of the masses.

Syeda Rida Junaid
Islamabad

Published in Dawn, October 18th, 2018