Duniya

In a democratic setup it is essential to have free and fair media of communication - both print as well as electronic to voice the deeds of the Government as well as the grievances of the masses apart from being the source of entertainment and sports.

The age of electronic media in Pakistan is still in grooming phase which solicits lots of maturity in days to come, as it is the forerunner of justice and the foundation of democracy.

We have at present 60 odd channels and out of which majority of them have focused on rate race for upgrading their viewer ship ratings without keeping in view the essentially required code of ethics to air news or talk shows based on facts or realities which all citizens of the country faces in their daily life.

It is imperative on the part of the journalist attached to a channel to enlighten their viewers by providing a fair and comprehensive account of events and issues. Since professional integrity is the cornerstone of a journalist’s credibility.

Duniya television channel which is relatively youngest amongst the lot; is striving hard to compete with other market leaders by televising News on current affairs beside equally good talk shows, few entertaining programme; yet a too long way to go.

The thrust of Duniya in the remotest areas of the country still lacks which is evident from the delayed breaking news which GEO, AAJ and ARY air well in time.

The quality of talk shows like “Policy Matters” anchored by journalist Nasim Zehra and “Duniya Meray Agea” jointly anchored by Journalist Nusrat Javed and Mushtaq Minhas; are considerably good for the simple reason that these anchors are quite well reputed professionals with past expertise in both electronic as well as print media.

The lack of more professional journalist in this channel is also a major factor for not being able to catch the viewers as it is incidentally not being owned by a print media pundit which is evident from the sub standard reporting coverage.

To catch the viewership Duniya must adopt impartial policy as until now it’s more for the ruling junta then as independent channel.

The breaking news which viewers have become quite accustomed too (thanks to Geo, Aaj & ARY ) is not up to the required level of acceptance.

It would be in the best interest of Duniya if they discontinue the most pathetic programme of “Miss Duniya” which is too short of good script backed by poor and monotonous performance of Veena Malik. Same applies to for the pathetic show of “Hasbe Hall” which is much below mediocre level.

The set designs and color scheme has lot more room for improvement by acquiring the services of a qualified Interior Design professional.

The quality of News casters is laudable despite lack of news contents; they are doing pretty good job.

Duniya is effectively restricted by the fact that it does not have the numbers of journalists on board as compare to main competitors like GEO, AAJ or ARY News. The Live coverage of events is basically confined to urban metros where as the market leaders covers even smaller town and at times villages too.

Duniya will have to will have to go forward by airing programme like old time yet still acceptable “Kasuti” and like wise informative shows in order to stand out amongst the electronic media giants to catch the viewership from the crowd they seem to have placed themselves in.

To recapitulate Duniya needs to be made much better by acquiring the services of renowned professional anchors from Journalist fraternity in order to meet the prerequisites of a basically News and current affairs television channel.

Regards,

Muhammad Muneeb Lodhi