Al­lur­ing Morn­ing Shows

Slogan - - EDITOR’S DESK - By Sheema Zain

Elab­o­rately dressed women with coif­fured hair, glam­orously dressed show­biz per­son­al­i­ties, beau­ti­cians, mod­els, non-stop chat­ter, gos­sip, laugh­ter and a sprin­kling of tid­bits about weight, beauty and food. Sounds fa­mil­iar? Th­ese seem to be the in­gre­di­ents of most morn­ing shows th­ese days in Pak­istan. With a heady mix of glam­our, gos­sip, con­tro­versy, spice and en­ter­tain­ment, it seems the morn­ing show cul­ture has caught on in draw­ing a vast au­di­ences and making the fe­male hosts al­most into cult fig­ures.

All the big names have jumped onto the band­wagon. Fa­mous ac­tors, in­clud­ing males, have turned into morn­ing show an­chors. Th­ese in­clude Sanam Baloch, Sav­era Nadeem, Fa­had Mustafa, Faisal Qureshi, Bushra An­sari, Na­dia Khan and Sanum Jung, to name a few. But morn­ing shows were not al­ways for the glam­our-ad­dicted.

The shows used to of­fer fruit­ful in­for­ma­tion and some en­ter­tain­ment. The ear­li­est morn­ing show - Subuh Bakhair - way back in 1988 used to be live on PTV and was hosted by Mus­tansar Hus­sain Tarar for nearly seven years.

His prime au­di­ence con­sisted of chil­dren, with whom he in­ter­acted with in­tense af­fec­tion. Subuh Bakhair was a rich source of in­for­ma­tion and knowl­edge for all sec­tions of so­ci­ety, rang­ing from chil­dren, el­ders, women and art lovers. Now the fo­cus of morn­ing shows seems to have shifted. It is now pri­mar­ily women who watch th­ese shows while car­ry­ing out their house­hold chores.

The morn­ing shows prom­ise to give a fresh start to the day with warm chem­istry and ad­dic­tive en­ergy. They aim to pro­vide a mix of en­ter­tain­ment and in­for­ma­tion to keep view­ers in­formed, and em­pow­ered.

One chan­nel claims its morn­ing show en­hances its view­ers’ lives and in­spires women through mo­ti­va­tional mes­sages, self-help tips and news pack­aged in an en­ter­tain­ing man­ner be­sides in­ter­views, gos­sip and hot is­sues and au­di­ence in­ter­ac­tion through in­ter­ac­tive games/quiz seg­ments, emails, live calls and SMS.

Be­cause morn­ing shows have such a large, loyal fol­low­ing of house­wives, they are

at­trac­tive for ad­ver­tis­ers sell­ing goods and ser­vices to this seg­ment. Morn­ing shows are a good ad­ver­tis­ing plat­form for house­hold goods.

For fash­ion de­sign­ers, beau­ti­cians and jew­ellery-makers, morn­ing shows are a good source of ad­ver­tis­ing. Women copy the jew­ellery and fash­ions the an­chors and guests wear.

With all the ma­jor chan­nels hav­ing morn­ing shows with sim­i­lar sound­ing names, com­pe­ti­tion has be­come fierce and en­ter­tain­ment draws view­er­ship.

This is mostly in the form of glam­our with in­creas­ing em­pha­sis on beau­ti­fully at­tired celebri­ties discussing their lives, show­ing their homes and shar­ing ex­pe­ri­ences. Women view­ers (and even men) call to ask them all kinds of ques­tions. Some morn­ing shows fea­ture fash­ion shows or makeup and styling ses­sions. The in­creas­ing ob­ses­sion with glam­our and clothes has led to com­plaints that morn­ing shows look more like fash­ion pa­rades and public­ity events and have be­come too ex­trav­a­gant, vul­gar and com­pet­i­tive in­stead of en­ter­tain­ing. In their bid to be dif­fer­ent, many an­chors have even crossed the line be­tween en­ter­tain­ment and con­tro­versy.

A hue and cry was raised over the ex­trav- agant wed­dings that were fea­tured in cer­tain morn­ing shows com­plete with wed­ding jo­ras, jew­ellery, makeup and hair­styles. The bub­bly host is th­ese shows seemed to have be­come the wed­ding plan­ner, coun­sel­lor and or­ga­nizer all rolled into one. There were com­plaints that in a coun­try like Pak­istan, where many peo­ple can­not af­ford to eat three times a day, the shows added in­sult to in­jury by show­ing ex­pen­sive de­sign­er­wear. Some shows fea­tured ex­otic dishes just to be dif­fer­ent while peo­ple won­dered what was the point of all this.

Other shows dwelt on bizarre top­ics such as black magic and spir­its. One an­chor, Maya Khan of Sa­maa TV, made head­lines for her fa­mous raid in a park where she sup­pos­edly caught a couple out on a date. She caused a fur­ther stir on so­cial net­works by ad­mit­ting that the couple were ac­tors paid by the chan­nel. Na­dia Khan, got into trou­ble for openly discussing ac­tress Noor’s di­vorce case while it was in court and wasn’t al­lowed to be dis­cussed. Shaista Wahidi was host­ing the morn­ing show ‘Utho Jago Pak­istan’ on Geo. The show was sus­pended in 2014 by the chan­nel af­ter al­leged blas­phemy dur­ing the show and she left Pak­istan fear­ing for her safety.

Morn­ing shows have also been crit­i­cized for be­ing too vul­gar. One host was shown danc­ing in front of a re­li­gious fig­ure. Oth­ers have been found at fault for openly discussing pri­vate af­fairs such as a celebrity’s preg­nancy or ex­tra-mar­i­tal af­fairs. There are still peo­ple who de­scribe morn­ing shows as be­ing empty and lack­ing in mean­ing­ful dis­cus­sion.

Al­though all morn­ing shows fea­ture chatty hosts, there are some that are dif­fer­ent and more sober. Th­ese shows dis­cuss se­ri­ous top­ics and are above celebrity glam­our, invit­ing se­ri­ous in­di­vid­u­als and pro­fes­sion­als. Dawn TV does some of its morn­ing shows out­doors. The Bushra An­sari show on Geo had se­ri­ous themes and fea­tured fa­mous per­son­al­i­ties. Aamir Li­aquat on Geo or Aniq Ahmed on Dunya News also do not have the bub­bly glitz of the nor­mal morn­ing show.

You are what your morn­ing show is. It can start with an ef­fer­ves­cent host, a sparkling star or with mind-numb­ing chat­ter. De­pends on how you want to start your morn­ing.

The morn­ing shows prom­ise to give a fresh start to the day with warm chem­istry and ad­dic­tive en­ergy. They aim to pro­vide a mix of en­ter­tain­ment and in­for­ma­tion to keep view­ers in­formed and em­pow­ered.

Newspapers in English

Newspapers from Pakistan

© PressReader. All rights reserved.