Even though advertising forms an integral part of media, the Pakistani viewer sometimes in exasperation asks whether there is a limit or permissible extent which advertising should not exceed on cable or satellite TV. Questions about the role and significance of advertising in the print media are ongoing themes, and concerns. And I propose to leave it at that
But the question that TV viewers, whose number is growing, are repeatedly raising is: how much of TV advertising (the content of advertising in the context of our values is another relevant dimension). Often Pakistani or foreign advertising (commercials, that is) has such a nuisance value that it not only makes watching the programme a big headache but also makes one realize quite the mediocrity of the bulk of our advertising.
I am distracted here by a news report which says that "Moscow's anti monopoly ministry has slammed a fine against Russian state owned and pro-Kremlin television network Channel One for airing too many commercials for U-tech motoroil which is produced by the embattled oil company Yukos". Details indicate that the $1380 fine will not make a huge dent in Channel One's budget-the station charges upto $40,000 for a 30 second advertising spot, according to information provided by an official from an advertising agency, Video, International which acts as a middleman between the station and the advertisers.
The more one read the details the more one thought about the commercials that seem to flood our channels, cable and satellite both. News reports indicate that the deputy head of the Russian anti-monopoly ministry, said that the ministry became active after a complaint from an angry Channel One viewer who was irritated at seeing the same ad over and over during a programme in May this year. Investigations followed and it was decided that the TV network had violated two broadcasting regulations by running the Yukos ad eight times in 44 minutes. (I hope our own viewers here are taking note of this).
Now what is happening on the Russian TV networks is this: The networks are disallowed from interrupting programming more than once every 15 minutes, or show the same ad more than twice in a one hour period. (It makes you think about the annoying poorly made commercials that are repeated ad nauseum on our channels. And no one seems to bother, consumer platform to save us from the nuisance and boredom of these commercials, not to mention the insult to our intelligence that they can be at times, particularly when they make official claims, or proclaim promises.)
It is interesting to read in this news report that "all Russian TV channels constantly violate atleast one of the two rules mentioned above, without any consequences. And the report has this observation too:" Russian bureaucrats appear to have remained unchanged in the times of market reform"
As one pontificates on the subject of commercials it is absolutely imperative to rote the quality of our commercials. Most of them appear to rely only on the gimmicks that are available due to the modern technology, and a traditional reliance on glamour girls, and showbiz personalities. The concept, the imagination, and the aesthetics of the presentation are often of poor value. Little wonder then, the viewers find themselves wholly irritated or furious by the stale and stereotyped nature of commercials. But there is little escape from them, as they chase the viewer from one channel to another.
It is not often that there are letters to the editor in newspapers on this subject of TV commercials, but there was one in a Lahore daily, on 28th July in which a reader said that while there had been a growth in the volume of TV advertising the quality was "shameful". A strong comment it appears to be, and here is the relevant paragraph: PTV might have earned a lot from these commercials but it's very shameful that so far we haven't been able to produce quality ads... Likewise in all international channels, the ads are shorter and yet meaningful and thought provoking. But here in our own country, things are not the same. The ads produced here are low budgeted, and therefore unable to catch the viewers' attention, and it's not something new, it's been happening for quite sometime"
Perhaps this is a typical example of a letter to the editor, providing us with insight into the way public opinion on the subject of TV commercials. Often these commercials, I have noticed, are time wasting in the end, and make the viewer wait aimlessly, resulting in an "ill will" bordering on disgust instead of any goodwill that is obviously sought. I am tempted to mention one commercial which is timed with the news bulletins on PTV and the private channels, making one realise how far our commercials are from being subtle, elegant, and communicative. More on this later.

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Of course, the grim and grave issues that confront this society continue to be discussed with bitterness and candour, but at the same time there are the entertainment channels, and the entertainment programmes that run parallel and mirror the way people live, and the lifestyle changes that are taking place. Sony Entertainment Asia that is the channel I am referring to, frequently watched,and understandably so. Last week the channel telecast the 49th Manikchand Filmfare Awards .As with many other programmes I was one of those who tuned into the channel by chance. It is so difficult to keep track the programmes of such a large number of channels, and the thought that their number is growing will surely multiply the challenge
I am unsure whether this 49th Filmfare Award was a repeat telecast. It was worth staying up for late on Sunday night. Once again the excellence of the presentation, and the absorbing nature of the awards distribution brought home the overall superiority of the productions that come from some of these channels. I am told that many of these award distribution ceremonies, and other glamourous musical evenings that are held are available in the form of discs on the local market, and they sell well.
There were songs and dances, colour and costume, curve, cleavage and charisma. And in addition to the bevy of other screen beauties of Bollywood, there were such seasoned actresses as the sedate Jaya Bachan and the radiant Rekha. A high point in the awards show was when Karina Kapoor (the youngest of the Raj Kapoor family) came up on stage to perform, after which she spoke with so much of affection and adoration for her elder sister the famed super star Karishma Kapoor. I found it very touching to see the way Karina spoke of Karishma and the love and understanding between the two sisters enhanced the impact of the occasion in real and emotional terms. Karishma was given a special Filmfare Award and one of the natural attractions in such a show is the visibility of stars. And what a starry night these Filmfare awards were. Thanks to TV we are now able to see these shows in the floodlights of flambuoyance, and magnificence.
I struggled to stay awake as I saw this programme .It was very interesting to see the quiet dignity with which the graceful actress Jaya Bachan walked up on stage to receive her award and speak with impressive brevity, and spontaneity. It was also very interesting to see the camera gently focus on the actress Rekha who was competing with Jaya Bachan in this category of the best supporting actress. Rekha clapped as Jaya Bachan received the award, and it reminded one of the relationship they once had, context Amitabh Bachan.
And then alongwith the conventional Filmfare awards for the best of Bollywood for 2004,there was a special award announced called the Filmfare Power Awards, and this was for the role played by individuals for the glory and growth of Indian cinema., Somewhat relevant to mention here that the Indian cinema is a major factor in the entertainment that cable and satellite TV provide to the Pakistani audience. Minus Bollywood the cable and satellite here would be a very questionable proposition. One is therefore very surprised and pleasantly so, when Pakistani pop singers (or Lollywood for that matter) like Haroon with "Mahbooba" or Sajjad Ali are able to hold the interest of today's young on a given channel. Be it ARY or Indus Music or Geo. Which reminds me that more channels are coming and it should be interesting to see the entertainment mix that they would opt for.
These Power awards went to Shahrukh Khan and Amitabh Bachan. The former was described as "King Khan": and the latter as "Emperor". What would they describe the legendary Dilip Kumar as? Or Raj Kapoor and Dev Anand? Or Ashok Kumar I am slipping into narrow lanes of memory. So many unforgettable names come to mind.
So when Shahrukh Khan came on stage his humility was overflowing. He remarked that it was even an honour to stand on the same stage as Amitabh Bachan and that he would go home and tell his son that he had this occasion tonight. I have noticed that almost all Indian awards distribution ceremonies such as this one stand out so strongly and beautifully for the gracious manner in which the towering recipients express their gratitude to all those who have contributed to their success, recognition, and fame. There is a natural spontaneity that is so very endearing.
It was a long exciting evening, presumably the show will be repeat telecast. It has that tremendous value for being shown again and again. It had all the stars whom viewers want to see, and it also remembered those showbiz celebrities who passed away into history in the last one year, including comedian Johnny Walker and actresses, Suraiya and Tun Tun. Once again Indian cinema came up with an evening to remember. And for a long time.
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Perhaps the Night Time transmission of the PTV has something to teach the men and women who do the morning transmission. It is indeed a difficult task to try and stay up for the former but on occasions when this has been possible, without intention that is, I have found many of the guests that the anchor people speak to are truly worth listening to. The challenge is the late hour, and one wonders about those who stay up to watch it at that time of night .Some of those PTV anchor men and women are good, and refreshing, while others ensure that you fall off to sleep quicker than intended.
The morning transmission besides some items like weather or something topical, is an uphill task to watch generally. And the disappointing thing about the news bulletins is that in its attempt to project and promote official policies beyond need PTV news room boys and girls do not even bother to change or update the facts. The errors are revealing of ignorance, and thereby amusing in this day and age of private Pakistani news channels, and CNN and BBC. Even KTN has a news content that is different, realistic. Which reminds me that the Geo channel has started a new programme called Tezi Mandi ,which deals with the business news of the day, twice a day ,and that is another reflection of the economics of our times. And the common man is interested to know the worth of his money, and how money matters.
Finally a word about Views on News on ARY One by Dr Shahid Masood. During the week he was focusing on the people who go for Umra on official visits, and how the national airline, PIA, is footing the bill. It was a detailed analysis on whether Umra on official account is proper. This is another recurring theme in our lives.