DESPITE operating in a society whose foundation is laid on significant cultural values, the media in Pakistan, especially television channels, appears to have beenignoringthisfactasitcontinuesto aircontentthat oftenviolatesthe local norms.
In recent years, Pakistani channels have undergone a rapid shift towards airing toxic entertainment in a bid to outnumber their counterparts operating in the neighbouring country.
This phenomenon has forced the media to borrow ideas from Indian channels that keep sensationalism at the core of their agenda.
Unfortunately, the Pakistan Electronic Media Regulatory Authority (Pemra), which is the supreme body in the context, seems to have succumbed to the pressure exerted by some influential media giants.
The television channels in general are only concerned about their economic gains, and undermine their social responsibility, which they should have been upholding.
These channelsuse ratings ofthose shows as evidence for their legitimacy.
Although it is common for weaker societies to idealise stronger ones, the media must be aware of the fact that such a mindset only leads to an identity crisis among the audiences.
The death of cultural values, we should remember, is the death of a nation.
