- Future of Sindhi media combines traditional storytelling, digital platforms, AI opportunities and cultural revival efforts
Interview with Mr. Bakhat Ali Bozdar, a media professional
PAGE: Please tell me something about yourself:
Bakhat Ali Bozdar: I am a media professional with over four years of experience in journalism, broadcasting, and editing. I have worked with leading media organizations in Pakistan, including KTN News, Radio Pakistan, Sindh TV News, and Daily Ibrat, in roles ranging from sub-editor and script editor to news translator and newscaster.fI completed my Master’s in Mass Communication from the University of Karachi and my Bachelor’s in Social Work from the University of Sindh, Jamshoro. My educational background, combined with my work experience, has shaped my understanding of media as a tool for social awareness, education, and community engagement. Throughout my career, I have produced and presented content covering political, social, and cultural issues. I have also authored articles in newspapers like Daily Kawish, Koshish, Jeejal, Ibrat, Sindh Express, and Hilal Pakistan. I have attended professional trainings with organizations such as the Friedrich Naumann Foundation, British Council, and Community World Service Asia, focusing on media ethics, election reporting, gender perspectives, and human rights. I am fluent in English, Urdu, Sindhi, Balochi, and Siraiki, and I am passionate about using journalism to inform, educate, and create a positive impact in society.
PAGE: How would you describe the role of Sindhi media in Pakistan?
Bakhat Ali Bozdar: The role of Sindhi media in Pakistan is crucial, especially in terms of regional representation, cultural preservation, and political advocacy. Sindhi media plays an important role in not just informing the public but also in shaping local narratives that often get overlooked in national mainstream media.
Here’s a breakdown of how it impacts Pakistan:
Cultural Preservation and Promotion:
Sindhi media, through radio, television, and newspapers, helps preserve and promote Sindhi language, culture, and traditions. In a country where Urdu and English dominate the mainstream media, Sindhi media provides a platform for the Sindhi-speaking population to express their identity and heritage. This is especially vital for younger generations to stay connected to their cultural roots.
Political Awareness and Advocacy:
Sindhi media has been at the forefront of covering local politics, issues of ethnic identity, and provincial autonomy. Sindh’s unique political landscape often involves issues related to water distribution, resource allocation, and the rights of minorities. Sindhi media plays a critical role in raising awareness and advocating for the rights of the Sindhi people and the province at large.
Community Empowerment and Social Change:
Media outlets in Sindh serve as platforms for social activism. They focus on issues such as poverty, education, human rights, and women’s empowerment, which might otherwise be neglected by national media. By covering grassroots movements and local leaders, Sindhi media gives voice to communities, allowing them to raise concerns and seek solutions.
Counteracting Misinformation:
In a region where misinformation can spread quickly due to a lack of access to credible sources, Sindhi media also plays a key role in fact-checking and spreading accurate information, especially in the context of political events or economic challenges faced by the province.
Economic Impact:
While Sindhi media is still growing in terms of revenue generation, it plays a significant part in the local economy by creating jobs, supporting local businesses, and fostering entrepreneurship. Local advertisers in Sindh prefer Sindhi-language platforms because they can directly engage with their target audience.
A Voice for Marginalized Groups:
Sindhi media often highlights issues faced by marginalized groups such as women, farmers, laborers, and minorities (such as Hindus). This focus allows these groups to be heard, which is a vital part of social justice and equality.
PAGE: What is your take on interest in Sindhi TV channels?
Bakhat Ali Bozdar: Sindhi TV channels, such as Sindh TV and Kawish Television Network (KTN), have established themselves as significant players in Pakistan’s media landscape. These channels primarily serve the Sindhi-speaking population, offering content that resonates with regional culture, language, and issues.
Sindh TV: A hybrid channel offering infotainment, music shows, dramas, and religious content. It focuses on promoting Sindhi culture and language, aiming to provide content those appeals to a broad audience, including various age groups.
KTN: Launched in 2002, KTN is recognized as the first private Sindhi-language TV channel in Pakistan. It has expanded its reach to broadcast 24 hours a day, catering to the Sindhi-speaking community both within Pakistan and in the diaspora.
Viewership Trends and Audience Engagement
While comprehensive, up-to-date statistics on the viewership of Sindhi TV channels are limited, several observations can be made:
Regional Popularity: Sindhi TV channels are particularly popular in Sindh province, where they serve as a primary source of entertainment and information for the local population.
Content Appeal: The focus on culturally relevant programming, such as Sindhi-language dramas, music, and discussions on regional issues, has helped these channels maintain a dedicated viewer base.
Digital Presence: Platforms like YouTube have become significant for Sindhi content consumption. For instance, channels like Sindhi News & Views have garnered substantial viewership, indicating a growing digital audience for Sindhi-language content
Declining Traditional TV Viewership: Overall TV viewership in urban areas like Karachi has seen a decline, with a reported 9% drop in daily viewing time. This trend reflects broader changes in how audiences engage with media
Digital Migration: Younger audiences, in particular, are moving towards digital platforms, consuming content via YouTube, social media, and streaming services. This shift presents both challenges and opportunities for traditional Sindhi TV channels to adapt and expand their reach.
PAGE: What must the incumbent government do to promote regional TV channels, newspapers and radio broadcast?
Bakhat Ali Bozdar:
To promote regional TV channels, newspapers, and radio broadcasts in Pakistan, the incumbent government can take a multi-pronged approach that strengthens both the media ecosystem and the cultural representation of regional communities. Provide financial incentives or grants for regional media outlets to help cover operational costs, purchase modern equipment, and produce high-quality content.
Tax Relief: Offer tax breaks or reduced licensing fees for regional newspapers, radio stations, and TV channels to encourage growth.
Advertising Support: Mandate a minimum allocation of government advertising to regional media outlets, giving them stable revenue and recognition.
Regulatory Reforms
Simplify Licensing: Streamline the process for launching regional media channels and obtaining broadcast licenses. Ensure that regional media can operate without undue censorship or political pressure, fostering trust and credibility.Prevent large media conglomerates from dominating regional markets, ensuring fair competition.
Infrastructure Development
Digital Expansion: Invest in broadband and digital infrastructure in rural and semi-urban areas, so regional TV, radio, and online newspapers can reach wider audiences.
Content Production Centers: Establish regional media hubs or production houses equipped with modern technology to support local journalists and content creators.
Capacity Building
Training Programs: Offer workshops and scholarships for journalists, editors, and broadcasters from regional areas to improve skills in reporting, digital media, and investigative journalism.
Research & Development: Fund research on regional media consumption trends to guide content strategies and improve engagement.
Cultural and Language Promotion
Support Local Languages: Promote content in regional languages such as Sindhi, Balochi, Pashto, Siraiki, and others, preserving linguistic diversity and cultural heritage.
Regional Content Awards: Introduce recognition programs or awards for outstanding work in regional media to incentivize high-quality content.
Collaboration and Outreach
Public-Private Partnerships: Encourage collaborations between government, private sector, and NGOs to fund and support regional media projects.
Community Engagement: Encourage regional media to cover community development, local governance, and public service issues to strengthen civic participation.
Leveraging Technology
Online Platforms: Support regional channels and newspapers in establishing a strong digital presence, including apps, YouTube channels, and social media outreach.
Archiving & Accessibility: Digitally archive regional media content for educational and cultural purposes, making it accessible to wider audiences.
The government should focus on financial support, regulatory reforms, capacity building, and digital modernization, while also promoting local languages and culture. This ensures regional media not only survives but thrives as a credible, influential voice in Pakistan’s diverse media landscape.
PAGE: How do you see Sindhi media faring in the not-too-distant future?
Bakhat Ali Bozdar: The future of Sindhi media in Pakistan is poised for both challenges and opportunities, influenced by technological advancements, cultural dynamics, and shifting media consumption patterns.
Emerging Opportunities
Digital Transformation: Initiatives like the Sindh government’s plan to digitize rare Sindhi language books and the development of AI-based tools for Sindhi language processing are paving the way for a more digitally inclusive media landscape.
Government Support: The Sindh government’s efforts to localize government websites in Sindhi and promote digital literacy indicate a commitment to enhancing the digital presence of the Sindhi language.
Cultural Revival: Projects like the launch of Pakistan’s first textile museum dedicated to Sindh’s rich textile heritage highlight a growing interest in preserving and promoting Sindhi culture.
Challenges Ahead
Media Fragmentation: The proliferation of digital platforms has led to fragmented audiences, making it challenging for regional media outlets to maintain a broad viewership.
Economic Constraints: Limited financial resources hinder the ability of regional media to invest in high-quality content production and technological advancements.
Regulatory Hurdles: Recent laws regulating social media have raised concerns about press freedom and the autonomy of regional media outlets.
Looking Ahead
The future of Sindhi media will likely be shaped by a blend of traditional storytelling and modern digital platforms. Embracing AI-driven content creation, interactive storytelling, and cross-platform distribution can help regional media outlets engage younger audiences and expand their reach.
However, to fully realize this potential, sustained efforts are needed to address economic challenges, enhance digital literacy, and ensure a regulatory environment that supports media freedom and innovation.