Use of Electronic Media for Creating Sensationalism and Commercialism in Ramzan

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

The reality Ramzan transmissions start in sehri time and continue well after sehri is served.

•  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.