In a candid interview with Something Haute’s Aamna Haider Isani, Yasir Hussain, a prominent figure in the Pakistani entertainment sector, expressed strong criticism of the local drama industry. He attributed the low international viewership of Pakistani dramas to their subpar quality.
Hussain argued that the appeal of Pakistani dramas to Indian audiences stems from the inferior quality of Indian serials, suggesting that the relative superiority of Pakistani content drives viewership from countries with less compelling television offerings. He humorously referenced the melodramatic sound effects prevalent in Indian dramas to underscore his point.
Contrary to the suggestion that language barriers might limit the global reach of Pakistani dramas, Hussain pointed out the widespread consumption of Turkish, Korean, Iranian, and English content by Pakistani viewers, despite language differences. He asserted this cross-cultural engagement is a testament to the quality of foreign productions, a standard he believes the Pakistani drama industry fails to meet.
He also observed that Pakistani expatriates in the United States and the United Kingdom, particularly those keen on teaching Urdu to their children, constitute the primary audience for Pakistani dramas abroad, implying a narrow viewership base.
As an established actor, screenwriter, director, and playwright, Hussain is positioned to influence change within the industry. His critique invites reflection on the content quality and creative processes within Pakistani drama production, suggesting a need for innovation and improvement to captivate both domestic and international audiences more effectively.
