Ramzan
is a holy month that inculcates the spirit of patience, closeness to the
creator and purifying the soul. The media has a positive use of disseminating
information and creating awareness. It is a tool to craft the character of a
nation. With the rapid growth of electronic media, a sudden race for ratings
has ensued. Every channel tries to bring about new flavor bypassing the true
spirit of the holy month. The religion is used as a marketing tool to earn
revenues while forgetting its true essence. Plethora of game shows are to be
seen on our television channels often stuffed with crude jokes, gift
competitions where audience may do anything immoral to attain gifts. Many media
experts are of the view that the logic of Ramzan being a month of generosity is
totally defied by value of greed and vanity. The study is focused on discussing
the transformation from knowledge based programs to 24 hours entertainment
shows during the past years, what demerits has these transmissions brought on
national character and morality while presenting concrete suggestive measures
in order to improve the situation.
The format of the Ramzan Transmission
- Before Iftar
- Continue During the Fast
The marathon transmission continues during the fast and airs
different segments ranging from palmistry, inviting showbiz personalities and
couples, cooking and performances on stage.
- Transmission Continues Way Past Iftar Time
The Game shows normally start after Ramzan and continues till late
night. Free gift hampers are distributed through various game shows and
quizzes. Companies advertise their brands by sponsoring the gifts to audience.
The audience indulge in crude antics to attain the gifts ranging from stuffing
mangoes, touching snakes and find the partner while their eyes closed. These
kind of games are very popular among the audience.
Flaws attached with these shows
Lack of Content
Comparing the past programs in Ramzan one could attain some
knowledge. One can argue that these shows were slightly boring but still the
content of programs was much better and knowledgeable. The current shows have
no taste apart from being an event to have fun and play different games. With
the exception of few scholars, most of them are just invited to fulfill the
requirement. These scholars are all paid whereas they have multiple contracts
with different channels. The inspiration cannot be attained by watching Ramzan
transmissions currently. The game shows particularly exhibit crudeness and
immense greed.
Current Trend of Treating Ramzan as a “Marketing Tool”
The multinational companies and other corporate enterprises cash
on the month by sponsoring the game shows with exorbitant gifts. The goal of
these actions is not merely generosity but the need to advertise their products
through these tactics. The companies fully understand the crudeness of such
transmissions but profit and money matters the most rather than maintain the
essence of holy month. The audience has also developed this tendency of winning
easy gifts while surrendering their respect. The fasting entail the spirit of
controlling one’s greed and desires but the onslaught of game shows and vanity
portrayed by such shows limit these guiding principles. The only thing that
matters in these shows is winning a gift such as motorcycle, 12 tola gold or merely
a Gul Ahmad suit.
Brand Wars and the Issues of Class Deprivations
The values of brotherhood and benevolence is discarded by various
channels. The transmissions often boast about their popularity and most viewed
status. Furthermore, the brands such as Pepsi, Coca Cola tailor their product
with food. The lack of concern for poor people who can’t afford lavish food can
be ascertained from food ads where deals are offered to customers without
taking into consideration the segment who can only wish to attain these deals.
This has profound effects on society and increase sense of deprivation among
the poor segments of society and create unrealistic ideals. The channels are
interested in increasing their revenues and does not concern any regard for
religious sentiment. The example of spat between two hosts of Ramzan
transmission is just a recent example. Aamir Liaquat (a popular Ramzan
transmission host) and Fahad Mustafa (Host of another Ramzan TV show) both
traded remarks about being the best in the business. This competition for
ratings overshadow the essence of the holy month of Ramzan.
The Essence of Modesty and Simplicity is ignored
We are taught to adopt the virtues manifested by Ramzan such as
modesty and simplicity but these ideals can be easily forgotten when religion
gets exploited for commercialism. The electronic media try to hire anchors that
does not sync with the image of the holy month of Ramzan and have controversial
reputation in media. The use of crude jokes and personal banters in these
transmissions are often coated under the garb of entertainment.
Ramzan Transmissions as a Distraction
The Ramzan marathon transmissions is one of the reason due to
which audience are entangled to the TV screens while the most important part of
offering prayers and meditation to get closer to God is put to the backburner.
The religious scholars come on the show portraying themselves as the sole
authority on complex issues of Islam and often indulge in controversies. The
theme of the religion sections of Ramzan transmission is often monotonous and
does not increase one’s knowledge. The household chores are left till the end
in anticipation of colorful transmissions on TV often studded with showbiz
personalities appearing in extravagant dresses.
Conflicting Solutions of religious issues
When it comes to religion, Pakistan is home to diverse school of
thoughts and sects. Each segment has a different and often divergent views on a
particular religious issue. The lack of Ijma (consensus) among scholars give
rise to differences of opinion on particular issues. The channels often
patronizes a school of thought professed by their owners therefore, the views
from opposite segment is often chided or dismissed. The use of media in Ramzan
for religious arguments and controversies is the reason for further polarizing
the nation as well as the Ummah.
The Famous Controversies Surrounding Ramzan Transmissions
Veena Malik Appearing on Ramzan Show
Veena Malik is popular figure due to her controversial reputation.
She rose to prominence by participating in an Indian reality TV show “Big
Boss”. She was criticized in Pakistan for her immoral demeanor by scholars and
clerics. She signed up for Ramzan transmission TV show called “Astagfaar” on
Hero TV the previous year. This show gained negative popularity, however, it
became a viral news overnight due to Veena’s controversial image. The audience
were rather intrigued to see this avatar of her personality considering her
weak command on religious affairs. The TV channel utilized this cheap publicity
stunt to familiarize their brand among the masses.
The Curious Case of Aamir Liaquat
A war of words took new turn when a popular Ramzan transmission
host Aamir Liaquat Hussain described Jamshed as blasphemer. After few days
Junaid Jamshed was attacked by a violent mob at Islamabad Airport. Fortunately,
the celebrity went unhurt in the incident. The spat was subsequently eased
after Junaid Jamshed called the person and explained his point of view on a
religious matter. Considering the assassination of Salman Taseer, this behavior
could have endangered the accused celebrity’s life owing to emotional
affiliation by people and rising devotion in Ramzan.
Aamir Liaquat has also tried different attention seeking methods
to entertain people such as stuffing mangoes in audiences’ mouth and donating
baby child as a prize. The latter incident incident gained coverage
internationally and Aamir Liaqat was censured as lacking taste and belittling
the worth of human being to a mere prize gift.
The latest stunt is the announcement of giving three airplanes for
the first time in a Ramzan game show on BOL TV. Many people are anxiously
waiting to see if that is true or not.
Aamir
Liaqat’s Ramzan Show
The reality Ramzan
Transmission host Aamir Liaqat’s new publicity stunt. He announced giving away
3 airplanes to winners of the game show as a prize.
Aamir
Liaqat targeted Junaid Jamshed with vulgar remarks
Aamir
Liaqat Hussain famously giving away babies in a live Ramzan Transmission
Aamir
Liaqat crude joke of stuffing mango on the participant’s face
Hamza Ali Abbassi Discussing Controversial Topics on Ramzan
Special Transmission
The host often directs the discussion to a particular direction
similar to current affairs programme and reach a predetermined conclusion. The
controversy of Hamza Ali Abbasi is a vivid example. He was given a warning by
Pakistan Electronic Media Regulatory Authority (PEMRA) and subsequently banned
from hosting a show due to discussing the sensitive topic in a Ramzan
transmission relating to the status of Ahmadis as outlawed sect of Islam. Other
scholars have also been guilty of raising the emotions of innocent Muslims too.
The discussion on blasphemy has resulted in increased violence across the
country.
Hamza
Ali Abbasi on the set of controversial Ramzan transmission
Are the Producers Only at Fault? What About the Audience?
The responsibility also lies on the audience and participants of
these shows too. They exhibit uncivilized behavior while participating in the
Ramzan game shows. To win a mere gift hamper, both men and women act in a
ridiculous manner. The virtues of modesty, humbleness or Islamic teachings are
set aside for intrinsic benefits. The hosts make fun of the people on the sets
of these shows while the participants are blinded by the greed of getting a
gift hamper, hence forefeet their self-respect and integrity. However these
antics garner immense TV ratings which brings revenue for the producers and TV
channels.
Furthermore, some participants enjoy the few seconds of limelight
which they can brag about afterwards with their friends and family.
The Way Forward
The following measures may be taken to reinvigorate the true
essence of the holy month of Ramzan through electronic Media:
- Instead
of splashing the lavish gifts on Ramzan transmission game shows, the focus
may be given to Pakistan’s leading philanthropists and organizations. The
companies may be encouraged to partner with them to fulfill the dreams of
deserving individuals rather than enthusiastic game show participants. The
gifts and cash prize money may be donated among orphanages and hospitals.
This step may still achieve the goal of advertising the company brands
however the society will immensely benefit from it.
- There
is no doubt that Pakistan is an entertainment hungry country and sources
of entertainment is very limited. However efforts can be made to ensure
the content of the Ramzan transmissions qualifies the standards and less
repulsive to the audience.
- PEMRA
can work with the media houses to address these concerns rather than
giving mere notifications against such shows while tacitly approving it
due to non-implementation.
- The
companies should take responsibility for respecting the holy month as
well. Sponsorships to programs should be done after thorough vetting. The
programs airing crude and tasteless content may not be sponsored by the
companies. Certain recommendations may be included in view of the sanctity
of the holy month.
- The
media houses should take into account the credibility of the anchors and
guests during Ramzan transmission and controversial figures and topics
should be excused. The holy month should not be used to spread hatred or
make a mockery of the holy month of Ramzan.
- The
media shapes the social fabric of society. The mediocre program material
diminishes the prestige of the industry. Therefore, our media industry
must assume the leadership role and ascertain future line of action in
regards to content regarding Ramzan.
- Audience
should also behave with dignity and respect. The over enthusiasm and crude
behavior during the game shows diminishes their standing. Furthermore,
preference should be given to utilize the time for seeking the true
purpose of the holy month by indulging in social work or praying to get
closer to the creator.
- In
view of the charged environment post Mashal Khan lynching and other such
incidents, the anchors should refrain from discussing sensitive issues if
they lack proper scholarship. The issues of blasphemy, sectarian and inter-religious
discord should be avoided.
Conclusion
The recent wave of Ramzan transmission are influenced by monetary
benefits. The hosts of various Ramzan game shows display crude behavior while
mostly concerned for the TV ratings. The audience are driven by the greed to
win gifts while caring less about their dignity and respect. Therefore audience
needs to realize this and make necessary amends. The content of the show is
substandard and needs efforts to improve its quality. Our media should
show maturity and determine a future course of action regarding Ramzan
transmissions as current content is sensational rather than informational.
Hosts should be selected after thorough vetting by the respective media houses
and controversial figures should be excused. The anchors should
refrain from discussing sensitive issues if they lack proper scholarship. As
responsible corporate entities, the companies should refrain from sponsoring
the substandard Ramzan transmissions. Rather than giving away free prizes in
game shows for rating, the gifts and cash prize money may be donated among
orphanages and hospitals by the corporate entities. This step may still
accomplish the objective of promotion the brands however the society will
enormously benefit from it.
