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Pakistani dramas’ content quality, along with good dialogue delivery, makes them unparalleled. The Pakistani dramas have contributed significantly to Pakistan’s positive image projection. The subjects showcased in dramas shed light on a wide range of genres, including family, comedy, history, and social issues. It would not be wrong to comment that dramas have been instrumental in creating awareness about social evils. For instance, a drama highlighting the consequences of drug use exposes the heinous face of the drug mafia, and creates awareness among masses. Such dramas contribute to the well-being of youth and society at large. Dramas on Pakistan-India wars are significant too as they promote the national narrative.
With the emergence of broadband inter-connectivity, the prospects of communication have enhanced manifold. The scope of media is no longer confined to a particular country or region; rather, the entire globe is the audience. Thus, digitalisation has set the stage to communicate globally. With the entire globe as the audience, there is diversity; in addition, the competitive narrative projection has become more intense.
In the backdrop of the evolving nature of the media industry globally, investment in the drama industry has become a necessity. A technically advanced drama industry in line with the changing means of communication internationally should be a priority. On account of the subjects covered in dramas, other than focusing on societal issues, there is a need to bring in topics of global interest, and draw a linkage between the domestic issues and international occurrences. To cite an example, a drama on ‘Unemployment,’ the issue seems internal, but it carries a regional and global dimension as well. A fragile security environment weakens the prospects of businesses and investments.
The inclusion of the creative and cultural economy in URAAN Pakistan shows the national commitment towards nurturing of cultural expression
Resultantly, with poor socio-economic indicators, people find it difficult to make ends meet. In the context of South Asia, the region is a victim of terrorism and inter-state rivalry. Due to these factors, the regional countries have failed to establish stable economies. A drama on unemployment needs to cover all these aspects as unemployment is a by-product of a fragile security environment and economic instability. The hostile regional environment also comes into play because terrorism operates in a region prone to instability. All these factors are responsible for economic deprivation, the outcome being unemployment and social agitation, which in the long run leads to extremist tendencies.
Pakistan’s rich cultural heritage and identity needs projection globally. The promotion of Pakistani dramas can do wonders in this regard. The dubbing of Pakistani dramas in foreign languages will increase the audience. There is also a need to formally share Pakistan’s creative output with friendly countries, including Saudi Arabia, UAE and Iran. Pakistan, in collaboration with Iran, can produce a drama on Allama Iqbal. Co-productions with Bangladesh and Turkey could also be undertaken. Co-productions with foreign countries will enhance cultural interaction, set the stage for people-to-people contact and will be a step towards friendly bilateral ties. Pakistani dramas’ projection on global platforms will be instrumental in creating of cultural corridors.
To materialise Pakistani dramas’ global outreach, the first step is the recognition and appreciation of artists at home. Artists being the natural ambassadors of Pakistan, should be promoted. Recently, an event was organised in Karachi where URAAN Pakistan: Creative & Cultural Economy initiative was launched. The initiative is part of the government’s plan to promote the creative industry. The event had participation from television, drama, film, music and performing arts. Actress Saba Hameed, the keynote speaker in the event, opined that for the progress of the creative industry, the leadership must come from within the creative community. Saba referred to the successful performance of the National Academy of Performing Arts (NAPA), Karachi, led by artists. The inclusion of the creative and cultural economy in URAAN Pakistan shows the national commitment towards nurturing of cultural expression.
Note: This article appeared in The Friday Times.
Disclaimer: The views expressed in the article are of the author and do not necessarily represent Institute’s policy.