The digital revolution has taken over the world during the previous decade. Streaming platforms like Netflix, Amazon, and Hulu have become the go-to hotspots for quality entertainment programming. Different from regular TV channels, these video-on-demand services allow filmmakers and drama makers to produce content without the restrictions of regular television channels.
Some entertainment industry analysts even think that television will be left behind if it doesn’t evolve to match the audience’s changing viewing preferences.
While the digital platform has taken a while to make an impact in Pakistan, its demand for domestic content is surely there with an estimated 200 million-plus views for Pakistani plays over the previous year, and that too just on YouTube.
The question is: does the Pakistani entertainment industry have enough resources to adapt to the digital world?
Web-series making an impact
In 2019, quite a few Pakistani web series managed to make an impact. Enaaya and Meray Dost Meray Yaar managed to amass quite a few viewers, while others like Middle Se Ooper and Shameless Proposals came and went without a bang.
There are multiple web-series currently in production as well, with Aik Jhooti Love Story and Mann Jogi, being two of the most anticipated ones. Both of these ventures have big names attached to them. The former is being directed by Mehreen Jabbar and stars Bilal Abbas Khan and Madiha Imam in lead roles while Saba Qamar and Nauman Ijaz headline the latter under the direction of Kashif Nisar. Apart from these, there’s another major project written by Umera Ahmed titled Dhoop Ki Deewar which stars Sajal Aly and Ahad Raza Mir in lead roles. Interestingly all of these shows are supposed to be released as a web-series on the Indian digital platform Zee5.
However, owing to political tensions between the two countries which peaked last year and all forms of art exchange between the two countries was banned, these web-series having a wide digital release on an Indian platform seems to be completely out of the question. And while Youtube is an efficient platform to release Pakistani shows after they are done telecasting on television, it offers very limited monetary rewards that would compensate the cost of producing big-budgeted digital content.
Enter Pakistan’s own streaming platform
For original digital content, there are platforms like Nashpati Prime ( formerly known as Binjee)and Vidly which offer original and exclusive content. Nashpati Prime has original shows ranging from political satire like Slips to drama like Saat Mulaqatein starring Noman Ejaz and Hira Tareen, and Janaza Online which stars Muhammad Ahmed. Vidly is a more wholesome platform that offers classic Lollywood films, dramas from the golden era of PTV, as well as popular music videos.
Sure, these platforms might not be that huge but they do exist. With the trends being inclined towards digital content, there can not be an argument that Pakistan does not have a streaming platform to call its own. All they need is more content that would attract the audience towards them. And the big-budgeted web-series might just be that.
Other platforms for Pakistani content
Starz Play, ARY Zap, and Iflix are subscription-based platforms available in Pakistan, albeit none of them produces original content, and all seem to have a limited audience footprint. While Netflix might be a good option, so far, there has been no news of Pakistan creating original content for Netflix. The aforementioned platforms, for now, are sticking to television shows to stream, which people can watch either on regular TV or on the platform itself. However, they are capable of being able to provide original content as well.
As of January 2020, in Pakistan, the total number of internet users on any device is 76.83 million. That’s not all. The number is increasing every year by around 11 million people.
As the government ventures towards bringing a technological revolution in Pakistan, all major channels production houses of the country – including ARY, HUM, and GEO – to work towards creating a streaming platform for the audience. Such a platform would have the required market appeal to achieve a large enough footprint to make digital programming viable.
It would work well in especially periods like one we are experiencing right now, where the majority of the population is confined to their homes due to the pandemic. It could even serve as an alternate channel to theatrical distribution, as has been seen with Netflix.
Final word
Keeping all these factors in mind, we think its high time the country worked towards a streaming platform of its own that can rival the streaming platforms available globally. If that were to happen, digital programming would take off in a big way, and another lucrative avenue would emerge for the entertainment industry.
Moreover, with the shortage of engaging dramas on TV channels and closure of movie theaters, it would be a good idea to give Pakistani filmmakers the creative liberty which comes with the medium. Films like Zindagi Tamasha could find a large audience on such a platform without getting stuck in controversy and red-tape.
While some might argue that our audience is not ready for this significant transition, the popularity of web series like Stranger Things and La Casa de Papel (Money Heist) especially amongst youngsters in Pakistan, says otherwise.
What do you think? Should Pakistan launch its own streaming platform?
