Nadia Khan, a pioneer of innovative morning shows in Pakistan, recently spoke about the downfall of these shows. Known for her acting in popular TV dramas like Aaisi Hai Tanhai and Manzilen, Nadia Khan is also famous for her role in shaping the morning show landscape in Pakistan.
She shared her thoughts on Waseem Badami’s show Har Lamha Purjosh, explaining how morning shows have lost their appeal in recent years.
The Shift in Content Focus
Nadia Khan expressed concern over the decline of morning shows in Pakistan. “Where are the morning shows in Pakistan now?” she asked. “There are only a few left on TV, and none of them are good anymore.” She recalled how, in the past, her shows would attract viewers from both Pakistan and abroad. People would eagerly watch and discuss the content. However, she believes that things have changed.
Dramas Took Over TV Channels
Nadia Khan pointed out that TV channels in Pakistan shifted their focus to dramas. “Dramas have taken over, and now the channels make more money from dramas than from morning shows,” she explained. As the demand for morning shows decreased, channels started producing fewer of them, focusing their resources on high-budget dramas instead.
Compromising Quality Led to the Decline
According to Nadia Khan, the downfall of morning shows was primarily caused by compromising on quality. “Whenever we compromise on quality, people get used to subpar content,” she said. She emphasized that this shift in focus was visible in all sectors, not just morning shows. As the industry started prioritizing ratings over content quality, the result was inevitable—viewers lost interest.
Nadia Khan believes the death of morning shows in Pakistan began when the focus shifted entirely to ratings. The emphasis on quantity over quality led to a steady decline in the once-popular format. “It happened when we started focusing on ratings; it was the death of our shows,” she stated.
