"Musalmano Q Mobile chahiye??"

Browsing through TV channels post iftar yesterday, I came across an array of the so called “Ramzan transmission” on various channels. Though this has been going on a regular basis since past few years, this year it seems to have a multiplied effect. Previously as I remember the programs involved a scholar discussing issues or answering related questions from the audience in accordance with religious teachings; then maybe some naat would be recited and it was over after iftar time.

Ok I know these shows lacked the drama, excitement and emotional factor but at least they were decent and were more suitable for Ramzan. These days Ramzan shows are purely entertainment based with very little knowledge for viewers. They lack any form of inspiration or feel good factor. The flashy over the top comments, humour and dialogue remind me of a third class movie or theatre show. Pinpointing people on their clothes, making fun of appearances and also trying to create a class divide (the same old posh areas vs downtown areas debate) is not inspirational or spiritual by any means! Are they trying to imply that only people from posh areas behave decently and talk politely whearas downtowners can get away with any kind of lewd remarks, obnoxious behaviour and below the belt jokes. 

Most of these programs have similar stage sets, similar format, similar sponsors and amazingly similar looking anchors!!! (makes me wonder how is that possible? Maybe plastic surgery!)

The programs usually start with a discussion among the hosts and a bunch of molvis clad in colorful intricately embroidered kurtas, followed by a recitation/naat session. After iftari starts the quiz show (ala Neelam Ghar) with gifts for everyone. People go crazy to get a chance to participate in the mindless quiz session in pursuit of getting either a mobile phone, a lawn ka jora or a bottle of sharbat! so much so that often they sound like beggars! Sometimes they are also required to perform some utterly insane tasks like gobbling up mangoes, standing on one leg and hanging from monkey bars. 

Keeping in mind the spirit of Ramzan, what is the point of giving gifts to people from well off backgrounds over totally nonsense Q/A ? Isn’t Ramazan all about sharing with those who cannot afford? Why can't all the sponsors and channels donate gifts or money to orphanages and hospitals or NGOs instead and also have live shows with them? TRPs and advertisement is important for brands but why can't they think of other creative and sensible ways to make their brands standout? I as an individual would never think of buying a Q Mobile for the distorted image of the brand these programs have created in my mind. 

Some would argue that our people are deprived of entertainment and this is the most appropriate form of good family fun. I agree that there are very limited entertainment avenues for middle class in particular but then again there could be other ways to make TV shows more appealing and tasteful. I do not blame the audience since they don’t have much choice. It is the responsibility of TV channels and brands to put together their efforts and money in coming up with creative quality content and most importantly educate their audience.

Well thought out CSR campaigns have proven to be very effective for goodwill of a company as well as making it a compassionate brand. Why cant we make TV shows like The Oprah Winfery Show or the Aamir Khan Show(Satyamev Jayate) from across the border. Another very good effort was by one of our very own FMCG brands giving tribute to mothers all over through the brilliant Ariel Maa show. All of these shows have worked wonders for their sponsors along with generating very high viewer ship, TRPs and credibility. Moreover they have made a difference in people's lives and have changed or rather challenged mindsets. 

In a society like ours media is a big influencer and has great power to change mindsets. It’s not only dramas and live shows but also commercials which affect our choices and decisions. Instead of producing mediocre run off the mill TV shows our media industry should now evolve into an effective medium for both entertainment and education of society. After almost ten years of free independent media we certainly expect some change. 


Published in Express Tribune on 20, July 2014
Losing our religion one Ramazan transmission at a time