Okay fine! But what about the Children?
“Tsk Tsk Tsk” What has gone wrong with television?? Undoubtedly television is the strongest, most persuasive and appealing form of media here in this country. We as a nation (especially the masses) believe that whatever is being said on the media is a WORD OF GOD which cannot be changed or re-written. Looking at the time slots allocated at the different TV channels, one has to be blind not to see the influx of commercialism being imposed on the TV channels and on the viewers which brings me to my argument.
The morning shows from 9-12 to the cooking shows from 1-3, repeat telecasts of dramas/soaps, round the clock news updates… all this has squeezed the life out of the children programming. Children programming plays an essential part in groom and nurturing the young. I remember when I was a school goer, I never used to miss the early morning program on PTV, Mustansar Hussain Tarar (who is more known for his matrimonial expertise than anything else these days) used to be the host of the show. We don’t see Uncle Sargam, Maasi Museebatay or Bonga anymore. These characters besides being witty gave the viewers a lot to chew even after the show.
Morning cartoons used to be the biggest attraction in that show for the young and the old. Though we see children programming on various channels but non-serious attitude of the television channels towards it has really made the children look for other options which they shouldn’t be looking for to be honest. This confusion between children has converted them into a Play Station generation who prefer guns over books, droids over dolls and Kareena Kapoor and Shahid Kapoor over Cinderella and Spiderman.
I agree all television channels have allocated some time for children programming but who are the people running those programs? Shows are being hosted by young A-level students or musicians (Nadeem Jafri) who only play silly jokes and have fun with children not giving the all important food for thought which is the all important ingredient for a healthy mind.
What impact can they possibly make on the minds of the young? Shows such as Full House, Small Wonder are examples of the void there is between Pakistani Children programming and International standards. MNC’s and local manufacturers can see this as an opportunity to link themselves with children at an early age, make a strong bonding with the children through good advertising and eventually make that child a customer for life.