![]() This has created a divide within households, in sharp contrast to yesteryear when the whole family watched PTV together. Going by what Mufti and other veterans of the industry say, the advertiser of drama serials now understands that men, who according to them prefer watching news channels, are not their target audience. ![]() “This feedback is received from random 5,000 homes and whether they are all over the country or belong to a particular socio-economic background, who knows.” “The industry apparently receives ratings from the media departments and according to that, content policies are made,” says Mufti. Indeed, as the private television industry has become entrenched, ratings have become a crucial factor in what kind of content is produced and “sold.” “The topics that they most like to see on TV revolve round saas bahu and childbirth issues which get high ratings.” These include Mol, Uloo Baraye Farokht Nahin and Akhri Station where she worked with Sarmad Ali Khoosat and Kashf Foundation to write powerful stories exploring different stories based on women’s issues and empowerment. “The target audience are 15-45-year-olds, middle-class women,” explains Amna Mufti, a novelist and TV writer who has turned her many novels into hit plays.
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