How Turkish Dramas Has Threaten Our Drama Industry

Syed Hassan Mujtaba Gilani

Bachelors of Business Administration, Lahore Business School, University Of Lahore.
Email: hassangillani12@gmail.com

Iqra Majid
Bachelors of Business Administration, Lahore Business School, University Of Lahore.
Email: iqra.majid68@gmail.com

Mohd. Muizz Amjad
Bachelors of Business Administration, Lahore Business School, University Of Lahore.
Email: muizz.amjad@ovi.com





















Abstract:
The Turkish drama industry has changed the cultural and image of drama industry, as Indian
dramas changed few years back. It has become an obsession for many Pakistanis. Some people
are considering them as a threat to Pakistani drama industry, and are demanding a ban on
them while there is also a large number of audience who appreciate this thing and want it to
continue as it gives them new faces, get familiar to new culture and a fresh story. These dramas
are based on culture that is contrary to Pakistani culture. Such dramas affect directly culture
and when a nation is culturally weak its easy to destroy it. The study objects that move like this
can in future can also affect the market and change in the behavior of Pakistani culture and the
drama industry. The nature of the study is descriptive and such type of research is concerned
with the economic, social, and ethical impacts on the Pakistani viewership. The sampling
technique that has been used is the quantitative research and target was general audience.
Better dramas, more productivity, promotion and preservation of Pakistani culture, increase of
tax rates at foreign content are important to resist Turkish dramas.

Introduction:
Drama is a collective activity where people create and share meanings but beside this we must
remember our norms, values, traditions and culture. We must not to forget in which society we
exists; glamour, romance, and comedy is necessity for the success of any drama serial but it
must be under limits. In June 2012 the U.A.E based channel Urdu1 started their channel in
Pakistan and broadcasted two foreign Spanish & Turkish culture dramas which dubbed
immediately in Urdu. After the telecasting of these serials within the months, a large amount of
urban audience of Pakistan came under the fever of these dramas. These dramas were made
on Turkish and Spanish culture which is of western type and are fully against of our religious
aspects. The main default of these dramas is their bold scenes and too much liberal activities
which are not acceptable in our religion as well as Pakistani society and due to these dramas a
large amount of our youth became followers of them.

Objectives of the Study:
The purpose of this study is to know that the Urdu1 launch this idea in our society and it was a
successful market strategy. Our search is that move like this can in future can also affect the
market and change in the behavior of Pakistani culture and the drama industry.









Literature Review:

CPM. (Aug 2012). How One Channel Could Shake Up Pakistan's Media Scene. Archives.
Cafepyala.blogspot.com. It is also benefiting from the fact that it still broadcasts most of its
programming without the massive commercial breaks that have become the characteristic of
Pakistani entertainment channels. Urdu1 has been running ads mostly at the beginning and end
of their content. Viewers, fed up with the extended and excessive commercial breaks on
Pakistani channels, seem to have given their approval.
Urdu1 is also offering Latin American and Turkish soaps which, despite the fact that they
contain non-desi actors whose voices have obviously been dubbed into Urdu, seem to have
found wide acceptance among the usual female population that comprises the bulk of the
viewers of such programming because it was generally believed that audiences did not like
watching such dubs and could not identify with non-desi actors and that the viewership could
not justify the costs of dubbing.
The most fascinating part of the programming on this new channel from a sociological point of
view, however, is the inclusion of and unexpected popularity of some of its dubbed offerings. In
light of their severe reaction to Turkish programs being shown on a Pakistani channel, our
media seems to be practicing double standards. After all, nearly every entertainment television
channel of ours has broadcast Indian television shows at some point in time.

Mahmood, R. (Dec 2012). Are The Turks (Soaps) Really Coming To Kill Us?. Lifestyle.
Tribune.com.pk Production houses make serials at the cost price of 0.4 million per episode and
sell it to the channel for a profit of up to 0.2 million per episode making the producers profit
significantly low.

Yusuf, H. (Jan 2013). "Trashy Turkish TV Shows Can't Distract Pakistanis From Reality".
latitude.blogs.nytimes.com. Retrieved 2013-01-15. With news in Pakistan seemingly going
from bad to worse, no wonder people here are increasingly turning to the frivolous
and titillating world of soap operas. The more foreign the better. ISHQ E MAMNON as the series
is called here, is just one of many foreign shows that some of Pakistans 90 privately owned
channels have been running instead of local programming. The real problem or the pleasure,
depending on your perspective is that these shows depict Muslim characters engaging in
scandalous behavior. And that, inevitably, has brought talk about escapist entertainment right
back to politics.

Since the 1990s, Pakistanis have both consumed and criticized Indian soap operas for
dominating their airwaves and diluting viewers Islamic identities. The Supreme Courts recent
crackdown against obscenity in the Pakistani media largely targeted illegal channels that
show Indian soaps and reality television. Pakistanis may think they cannot take any more bad
news and seek respite from reality by watching trashy TV. But apparently theres simply no
escaping geopolitics here.

Khan, H. (Feb 2013). Turkish Dramas On Pakistani Television Channels. Entertainment.
Blush.com.pk Last year, drama serial Humsafar attained widespread popularity. While it did
receive its share of criticism from some quarters, the drama was largely appreciated for its cast,
direction and story. This goes on to show that the standard of Pakistani dramas is undoubtedly
quite high compared to dramas being produced many other countries. Unfortunately, however,
even with the quality of dramas being produced locally, our audiences still show a penchant
towards foreign dramas.
The introduction of Turkish dramas into mainstream media is fairly recent and became the talk
of the town. What needs to be considered here, however, is that every channel relies on
ratings. Urdu1 was an unknown channel prior to the airing of ISHQ E MAMNON and the
controversy surrounding the drama further piqued viewers interest in what the hue and cry
was all about. Consequently, the channels ratings got a significant boost, a fact that did not sit
too well with the bigger fish in the media circle.
Perhaps threatened by Urdu1s overnight popularity, a number of our television channels
launched a sort of movement against Turkish dramas and the negative impact they could have
on the society. Their efforts to have the serial shut down, however, went in vain as the show
went on and finished on a high note, earning a warm response from the viewers.
In light of their severe reaction to Turkish programs being shown on a Pakistani channel, our
media seems to be practicing double standards. After all, nearly every entertainment television
channel of ours has broadcast Indian television shows at some point in time, without ever
bothering to think for a moment if they posed any threat to the society or our culture. If the
issue surrounds the airing of foreign content on local channels, then there should be a blanket
rule disallowing any and every foreign program on our electronic media.
On the other hand, our own dramas are no less in quality and content than the dramas being
produced elsewhere. Support from our media can not only bolster their reputation among the
international audiences even further but can also make us self-reliant in televising our original
content.
Fatima, N. (Nov 2013). Turkish Dramas. Personal. Slideshare.net. Such dramas make people
fall in fantasy dreaming. Showing class difference (which is totally against the Islamic rules)
makes wrong impact on people. Then big homes and luxuries life. Such things make people to
complain their self that why can't they have such royal life etc. Showing that boys falling in love
with girls also affect the mentality of teenagers. Teenagers are the mostly victim of such things.
Then these dramas are totally based on fake facts. In reality such things are impossible. Then
showing love and attempting murder etc. This all ruins positive thinking.

In light of their severe reaction to Turkish programs being shown on a Pakistani channel, our
media seems to be practicing double standards. After all, nearly every entertainment television
channel of ours has broadcast Indian television shows at some point in time


AP. (Nov 2013). Threats. Entertainment News. Dawn.com.pk The shows, which have taken
Pakistan by storm over the last year, are attractive to local TV operators because they are much
cheaper to buy than Pakistani dramas are to produce, and also feature more elaborate
costumes and sets. The shows have also sparked concern in the Middle East too, where Muslim
preachers have accused them of being un-Islamic and urged the faithful to change channels.
The Senate committee responsible for information and broadcasting said at the end of last year
that it was worried the shows would harm Pakistan's TV industry and featured content that ran
counter to local cultural norms. The Supreme Court of Pakistan also expressed concern last year
about "obscenity" shown on local TV. The court specifically mentioned shows made in India,
Pakistan's neighbor and archenemy. Indian shows have been popular in Pakistan for much
longer than Turkish ones, and have sparked many of the same concerns.

The popularity of Bollywood movies has also harmed Pakistan's local cinema industry. One
episode of a Turkish drama costs a Pakistani TV station about $2,500 to broadcast, while the
production of a Pakistani show can be four times that amount. Turkey earned more than $60
million in 2011 from exporting over 100 TV series to more than 20 countries, according to the
Oxford Business Group.

The popularity of Turkish shows in Pakistan has benefited at least one group in the media
industry: voice-over artists who translate the dramas from Turkish into Urdu. The pay isn't
great, $20 to $40 per episode, which takes about eight hours to dub, but it's enough to make a
living.

Iqbal, I. (Dec 2013). Turkish Drama. Personal Article. Pakobserver.net Turkish dramas fever
has become an obsession for many Pakistanis. Everywhere we go; there is a talk of Turkish
drama or like what has happened in the recent episode. Turkish drama followers are
everywhere. No TV channel is without Turkish drama.
All private channels are venturing their business because of Turkish dramas. Even social
websites are leading in this Turkish drama race along with TV channels by broadcasting the
episodes in English, Urdu, and Turkish. Turkish dramas are fabricating totally wrong concepts
about Islam and Pakistanis are blindly accepting these concepts. Our youth which is the
backbone of our society are engulfed in Turkish fever. Although another major negative impact
of Turkish dramas is a fall of Pakistani industry.
The ratings of Pakistani dramas are becoming lesser and lesser because people take more
interest in Turkish dramas as they have more spicy stories.

Khawaja, H. (2013). Pakistan Hit by Fever of Turkeys Popular Cultural Export. Hafsa Khawaja's
Blog. The slashing of steamier scenes in ISHQ E MAMNON under the scanner and sword of
censorship paved the way for its social and cultural acceptance but generally, the soap fuelled
attraction and greater want for Turkish TV dramas in Pakistan.
Televised the entire week, ISHQ E MAMNON propelled the remarkable skyrocketed ratings for
the channel, blurring behind well-established rival entertainment channels. This
disconcertedness forced them to jointly file a petition in court against the Urdu1.
In contrast to this, one notable veteran Adnan Siddiqui, he called on the Pakistani
entertainment industry to accept it (the Turkish soap) as a production which is a learning
mechanism to provide our industry with better quality for work and to learn from its causes of
swift success to espouse professionalism and up their standards in conformity with
international ones.
Presenting and dealing with subjects ranging from alcohol consumption, adultery to abortion
under its themes of glamour, deception and betrayal, it came as surprise that it stirred no
significant controversy involving conservative groups in Pakistan.

Staff Report. (Jan 2014). Turkish Dramas occupying Pakistani channels. Entertainment
Reports. Outlookpakistan.com. Turkish dramas came in Pakistan with ISHQ E MAMNON on
Urdu 1. Urdu 1 presented the drama with dubbed voices in Urdu.

People appreciated & fell in obsession of ISHQ E MAMNON. This drama proved to be a success.
Urdu 1 got highest rating with the end of that drama. Even the channel again broadcasted the
drama due to its popularity and demand. Later on, every channel moved to Turkish dramas and
soon the Turkish dramas captured the screen of every entertainment channel of Pakistan. After
ISHQ E MAMNON, another Turkish drama MIHAHIL AUR KHALIL made its way in Pakistan. Later
BEWAFAI, NOOR, FAREEHA, MUHABBAT, INTIKAM, YEH HAI MERI KAHANI, MERA SULTAN,
FATIMA GUL, and many more occupied the prime time of all channels.


One reason for the adoption of Turkish drama by TV channels is the rating. Urdu 1 was an
unknown channel before ISHQ E MAMNON. The Turkish drama gave it highest rating in no time.
All the TV channels then moved to Turkish dramas taking those as a pathway to achieve highest
rating.

Government is also supporting the import of Turkish drama in Pakistan. TV owners pay Rs 0.1
million per episode as tax which is too low and broadcast the drama to earn heavy revenues, as
these dramas get a lot of advertisements due to high rating.

Although Turkey is an Islamic country but its culture shown in these dramas is impressed by
west. Pakistani drama actors criticize the trend of Turkish drama adopted by the viewers of
Pakistan. They say that people do not accept a Pakistani actress in miniskirts on a TV channels
and on the other hand they were liking Turkish actress in western dress on TV screen. If this
trend of Turkish content broadcasting will continue to grow with the same rate, Pakistani
drama industry could face heavy loss like Lollywood had suffered in the past.


Methods & Procedure of the Study:
Nature of the Study:
The nature of the study is descriptive. It involves collection of data, testing hypothesis,
answering of key questions relating to social, cultural, ethical and economic issues regarding
the impact of Turkish dramas in Pakistan. This type of research is concerned with the economic,
social, and ethical impacts on the Pakistani viewership.
Sampling Technique and Characteristics of Sample:
The sampling technique that we use is the quantitative research and our target was general
audience. We tried to get equal respondents but our majority of them are females. We have
asked 110 respondents via questionnaire.

Respondents:
There were total 110 respondents by which questionnaires of 104 respondents were eligible for
further study.

Tools of Collection of Data (Questionnaire):
A comprehensive questionnaire designed has been fielded for collection of factual information
about the impact of Turkish dramas in Pakistan & to how extent they are beneficial or harmful
for the Pakistani audience.

Hypothesis:
In the chi- square there is strong association from question (1-12) and from (15-18) but in
question 13 there is no association.












DEMOGRAPHIC TABLES

Distribution of Gender
Gender Frequency Frequency
Male 66 63.5
Female 38 36.5
Total 104 100

Frequency Tables
By Age:
By Age Frequency
15 1
17 2
18 8
19 19
20 24
21 19
22 10
23 6
24 6
25 5
26 1
27 2
32 1
Total 104

By Gender:
Gender Frequency
Male 38
Female 66
Total 104


Questionnaires (Distributed In Sections)

Table 1: Distribution of General Opinion among Genders

In table 1: In the study we can see the first question that 34.2% of male were neutral and on the
other hand the female were 45.5% agree on it. In the second question we discovered that
34.2% of male were neutral and 36.4% of female were agree on it. In the third question that we
discovered that 52.6% of male were strongly agree and 53.5% of female were strongly agree. In
the last question of this section we discovered that 28.9% of men were 39.5 neutral on it and
on the other hand female answered 33.3 were neutral. So we can see the results of all the
answer of this section and the opinion of the both genders.







Questions
Male Female
S.D. D. N A S.A S.D. D. N A S.A
1 Do you watch dramas? 6 15.8 4 10.5 13 34.2 10 26.3 5 13.2 6 9.1 4 6.1 11 16.7 30 45.5 15 22.7
2
Is everyone like to watch
dramas
3 7.9 12 31.6 13 34.2 8 21.1 2 5.3 4 6.1 14 21.2 21 31.8 24 36.4 30 4.5
3
Do women watch more drama
more than men?
1 2.6 2 5.3 8 21.1 7 18.4 20 52.6 2 3.0 3 4.5 5 7.6 21 31.8 35 53.5
4
Does every Pakistani drama
have different cover but in the
end have same story?
4 10.5 11 28.9 15 39.5 6 15.8 2 5.3 9 13.6 10 15.2 22 33.3 18 27.3 7 10.6

2: Distribution of Opinion about Foreign Content on
Pakistani TV Channels.

Questions
Male Female
S.D. D. N A S.A S.D. D. N A S.A
5
Is Indian Dramas
Have Same Story
But Different
Cover?
5 13.2 8 21.1 13 34.2 6 15.8 6 15.8 6 9.1 5 7.6 16 24.2 19 28.8 20 30.3
6
Are Turkish
Dramas Are
Different From
Pakistani
Dramas?
4 10.5 - - 12 31.6 16 42.1 6 15.8 1 1.5 - - 11 16.7 34 51.5 20 30.3
7
Is Pakistan Trying
To Adopt Turkish
Culture?
2 5.3 - - 13 34.2 19 50.0 4 10.5 5 7.6 8 12.1 18 27.3 27 40.9 8 12.1
8
Is Pakistani
People Are Bored
Of Their Home
Drama Industry?
4 10.5 6 15.8 14 36.8 11 28.9 3 7.9 8 12.1 15 22.7 17 25.8 19 28.8 7 10.6
9
Do Pakistani
People Want
Change In Drama
And Film Industry
To Meet Their
Demand?
- - 4 10.5 7 18.4 14 36.8 13 34.2 1 1.5 5 7.6 22 33.3 26 39.4 12 18.2
1
0
By Watching
Turkish Dramas Is
There Culture
Effecting Our
Culture?
1 2.6 4 10.5 9 23.7 15 39.5 9 23.7 - - 7 10.6 17 25.8 29 43.9 13 19.7
1
1
Is Pakistan People
Are More
Interested In
Turkish Dramas?
1 2.6 3 7.9 12 31.6 18 47.4 4 10.5 - - 3 4.5 23 34.8 26 39.4 14 21.2
1
2
We Are Adopting
Turkish Culture?
4 10.5 5 13.2 20 52.6 7 18.4 2 5.3 3 4.5 9 13.6 19 28.8 28 42.4 7 10.6
1
3
Is Geo, Hum And
Ary Channels Are
Responsible For
This Change?
2 5.3 6 15.8 10 26.3 13 34.2 7 18.4 3 4.5 10 15.2 16 24.2 23 34.8 14 21.2
1
4
In Future Can
Some Other Tvs
Channel Telecast
A Different Story
From Some Other
Country? Our
Response Would
Be Same?
2 5.3 6 15.8 12 31.6 14 36.8 4 10.5 1 1.5 6 9.1 31 47.0 21 31.8 7 10.8

In table 2: The most response in the question 1 from the male side is 34.2% and from the
female side is 30% strongly agree, in question 2 we asked from our respondent is 42.1 % from
the male side and the from the female side is 51% agree, in the question 3 we discovered that
50% was agree from male side and 40.9% agree they were from female side, in the question
number 4 the most response from male side is 36.8% and the most response from female side
is 25.8% , now in question 5 the most respond male side is 36.8% from male side and from
female is 39.4% agree, now we learned in question number 6 the most response form male side
is 39.5% agree and from female side it was 43.9%, in question 7 the most response from male
side is 47.4% and from female side it was 39.4% agree, in question number 8 we find most
response from male side were 52.6% neutral and from female side it was 42.4% agree, in the
question number 9 the most response from male side were 34.2% agree and form female side
it was 34.8% agree, in the last question if this table that we ask to our respondent and the most
response were 36.8% agree and from female it was 47.0 % neutral.














Table 3: Distribution of Feedback about Turkish Dramas



In the table 3: The most the most response from our male gander in question 1 were 39.5%
agree and from female side were 47% , in question 2 the most response were 39.5% from male
side and from female side were 50%, in the question number 3 the most response from male
side were 28.9 % strongly agree and from female side were 42.4% neutral, and in the last table
from this table the most response from male side were 36.8% neutral and 36.8% agree and
from female side the most response is 37.9 agree.













Questions
Male Female
S.D. D. N A S.A S.D. D. N A S.A
15
Is Turkish dramas
have exploited
scenes?
2 5.3 4 10.5 6 15.8 15 39.5 11 28.9 - - 7 10.6 18 27.3 31 47 10 15.2
16
We are also
adopting Turkish
fashion?
1 2.6 9 23.7 9 23.7 15 39.5 6 9.1 2 3 2 3 23 34.8 33 50 6 9.1
17
Are Turkish
drama are cheap
to import & easy
to telecast?
1 2.6 4 10.5 9 23.7 13 34.2 11 28.9 - - 6 9.1 28 42.4 24 36.4 8 12.1
18
Is PTA also
promoting
Turkish dramas?
2 5.3 4 10.5 14 36.8 14 36.8 4 10.5 1 1.5 10 15.2 24 36.4 25 37.9 6 9.1

CHI-SQUARE Table

Table 4: Association between Gender & Opinion

In the chi- square there is strong association from question (1-12) and from (15-18) but in
question 13 there is no association.





Questions Chi-Square Value P-Value Remarks
1 Do You Watch Dramas? 8.224 0.084 Association
2 Is Everyone Like To Watch Dramas 3.068 0.547 Association
3 Do Women Watch More Drama More Than Men? 5.151 0.272 Association
4
Does Every Pakistani Drama Have Different Cover But
In The End Have Same Story?
4.889 0.299 Association
5
Is Indian Dramas Have Same Story But Different
Cover?
8.467 0.076 Association
6
Are Turkish Dramas Are Different From Pakistani
Dramas?
8.974 0.030 Association
7 Is Pakistan Trying To Adopt Turkish Culture? 4.952 0.292 Association
8
Is Pakistani People Are Bored Of Their Home Drama
Industry?
1.807 0.771 Association
9
Do Pakistani People Want Change In Drama And Film
Industry To Meet Their Demand?
5.360 0.252 Association
10
By Watching Turkish Dramas Is There Culture
Effecting Our Culture?
2.073 0.722 Association
11
Is Pakistan People Are More Interested In Turkish
Dramas?
4.236 0.375 Association
12 We Are Adopting Turkish Culture? 9.866 0.048 Association
13
Is Geo, Hum And Ary Channels Are Responsible For
This Change?
0.170 0.997 No association
14
In Future Can Some Other Tvs Channel Telecast A
Different Story From Some Other Country? Our
Response Would Be Same?
3.675 0.452 Association
15 Is Turkish Dramas Have Exploited Scenes? 7.431 0.115 Association
16 We Are Also Adopting Turkish Fashion? 11.347 0.023 Association
17
Are Turkish Drama Are Cheap To Import & Easy To
Telecast?
7.938 0.094 Association
18 Is PTA Also Promoting Turkish Dramas? 1.618 0.806 Association
Conclusion:
The question arises why we are watching these dramas? We say they are destroying our culture
etc. But they are not forcing us or giving money in return to watch this all. Then why we and our
media is pointing that Turkish dramas are the reason of destruction? Why dont we point Indian
dramas? What Indians show, simply their religion their culture their religious songs etc. Is this
all not effecting us? We are not a supporter of these foreign plays, however we just question
Pakistani artists that if they never feel shame on wearing western and vulgar clothes, and
speaking on bold topics, why they are angry on the same things being done by the foreign
artists. These costumes do not match Pakistani culture, but Turkish drama is all about Turkish
culture, and people like it and have accepted it. Stop blaming others unfortunately we are such
a desperate nation that we never feel pride on our assets and always love to promote imported
item. Turkish dramas being aired on different Pakistani channels have only raised the level of
vulgarity in Pakistan and in our media. The Urdu translation of this Turkish soap is considered to
be infectious by its viewers and while some Pakistani writers, directors, and producers take it as
a healthy competition, others believe its a grave threat. Such dramas affect directly culture and
when a nation is culturally weak its easy to destroy it. Let us save our drama industry from
foreign influence before it is too late.


Recommendations:
Improve Pakistani media.
Make better dramas that include strong cast and storyline.
More productivity.
Preserve Pakistani culture and promote it to larger extent.
Set standard to stop Foreign Culture.
Besides PEMRA, There should be a regulatory authority to monitor all these things.
Government should increase tax rates at foreign content and give relaxation to the local
producers in terms of tax.

References:
CPM. (Aug 2012). How One Channel Could Shake Up Pakistan's Media Scene. Archives.
Cafepyala.blogspot.com.
Mahmood, R. (Dec 2012). Are The Turks (Soaps) Really Coming To Kill Us?. Lifestyle.
Tribune.com.pk
Yusuf, H. (Jan 2013). "Trashy Turkish TV Shows Can't Distract Pakistanis From Reality".
latitude.blogs.nytimes.com. Retrieved 2013-01-15
Khan, H. (Feb 2013). Turkish Dramas On Pakistani Television Channels. Entertainment.
Blush.com.pk
Fatima, N. (Nov 2013). Turkish Dramas. Personal. Slideshare.net.
AP. (Nov 2013). Threats. Entertainment News. Dawn.com.pk
Iqbal, I. (Dec 2013). Turkish Drama. Personal Article. Pakobserver.net
Khawaja, H. (2013). Pakistan Hit by Fever of Turkeys Popular Cultural Export. Hafsa Khawaja's
Blog.
Staff Report. (Jan 2014). Turkish Dramas occupying Pakistani channels. Entertainment
Reports. Outlookpakistan.com.