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PRIME TIME: THE RAMAZAN EXCEPTION – Newspaper
Every year, Pakistani television undergoes a personality change. And the change is not subtle.
One week, the audience is watching a toxic trope, where a woman is being forced to marry her rapist, some man or woman is being slapped into obedience, or a hero is stalking the female lead and telling her it is love.
And the next week — almost overnight — the gaslighting and the shouting stops. The background score becomes chirpy. Suddenly happy-looking boys and girls are falling in love over shared cups of chai. Families start bickering over, not over inheritance but over the aloos in the biryani. And nobody is being traumatised for ratings anymore.
Because it is Ramazan, and Pakistani television has just remembered how to smile again.
What is fascinating is not just that this shift happens, but how easily and how suddenly it happens. It is the same entertainment industry that just spent the last 11 months convincing you and me that pain equals artistic depth, that will now spend one month producing stories that are almost entirely built on fun and pleasure.
The Ramazan TV drama is, by definition, light and frothy, focusing on connections, fun and non-toxic themes. And it garners views in the millions all year round. Why then are the dramas the rest of the year focused only on pain and suffering?
Ramazan dramas aren’t just freak exceptions on television. They are actual evidence that proves that Pakistani television is capable of creating joy. Which brings us to the actual point of this article… why is our entertainment media choosing not to do this the rest of the year?
THE RAMAZAN DRAMA FORMULA
Let’s take a look at the ‘Ramazan’ formula. It is usually a mix of chaos, a group of cousins, and rib-tickling comedy. At the centre of nearly every Ramazan superhit drama is a mad, mad family. And, thankfully, this family is not the seat of trauma. Instead, it is a collection of eccentric and lovable oddballs.
Take Suno Chanda for example, which aired in 2018 and instantly became a cultural phenomenon. Surprising, because its premise sounds like a classic recipe for desi misery, with two cousins Arsal and Jiya — played by Farhan Saeed and Iqra Aziz — being forced into marriage to satisfy a dying grandfather’s wish.
Can you imagine how this would pan out in a typical Pakistani drama? If it weren’t for Ramazan, this premise would spiral (uncontrollably) into emotional punishment. Yet, in the holy month, it becomes comedy.
Arsal and Jiya roll up their sleeves and go all out to sabotage each other. They form alliances with other family members and throw sarcastic barbs at each other. It is only in the last episodes that they fall in love, almost reluctantly and one could say by accident, while continuing to bicker and argue.
The antagonistic couple made Suno Chanda the classic that it became but, more importantly, it was the family ecosystem around Arsal and Jiya that turned this show into one of the most loved Ramazan dramas ever. The joint family and the house felt real and, most importantly, it felt safe. And that sense of emotional safety became the foundation of Suno Chanda and other memorable Ramazan dramas like it.
In Chupke Chupke for example, the marriage between the characters that were played by Osman Khalid Butt and Ayeza Khan thrived on elaborate practical jokes. Did anyone notice how their relationship and the other relationships in this drama weren’t threatened by betrayal or violence?
Similarly, Ishq Jalebi, starring Wahaj Ali and Madiha Imam, takes the economic insecurity of the lead actor and turns it into a romcom. In a post-Ramazan world, the poverty theme would be exploited for its tragedy. Wahaj’s Basim lies about his financial status in order to preserve his dignity. His pride creates awkward, funny situations rather than damage that cannot be undone.
And then there was Hum Tum, where the conflict between neighbours that are played by Ahad Raza Mir and Ramsha Khan unfolds through academic rivalry and teasing each other’s families, instead of through wounded egos and cruelty.
The large joint families, the acerbic grandmothers, the men who are unemployed but entitled and, interestingly enough, the empowered women who refuse to behave like sacrificial lambs are all part of this ecosystem. While the writing is humorous, it is also affectionate and, as a result, refreshing.
The writers and everyone involved in scripting Ramazan dramas understand that conflict does not have to destroy relationships and entire worlds in order to move the story forward. Instead, the central conflict can deepen the story and, if you look at it through a different lens, it can refresh tired and overdone plots.
ELEVEN MONTHS OF LOVE = VIOLENCE
Now, think about what replaces these shows after Eid. Let’s take the drama serial Tere Bin, which became one of the biggest hits of recent years. Starring Wahaj Ali and Yumna Zaidi, the story revolves round a forced marriage between Murtasim, an arrogant feudal lord, and Meerab, a fiercely independent woman.
The same audiences who had spent Ramazan laughing at romantic misunderstandings were now being asked to digest the toxic love of a couple and a storyline that had ventured into deeply troubling territory.
Similarly, Kaisi Teri Khudgharzi, starring Danish Taimoor (Shamsher) and Durefishan Saleem (Mehak), begins with an obsession that turns into abduction. The hero kidnaps the heroine and forces her into marriage after she rejects him. And then, instead of escaping, Mehak’s feelings gradually shift towards her captor. Anyone heard of Stockholm Syndrome?
And then the writer veers the arc of Shamsher’s character, turning him from a criminal into a tragic lover (!!) asking us to invest in the ‘evolution’ of a relationship that was clearly forced, but later became consensual. This is what often passes for ‘love’ pre- and post-Ramazan.
Even socially conscious dramas have become all about emotional devastation. As vehicles to raise awareness, they are hard-hitting and important in a society with extremely low literacy levels. The currently on-air Aik Aur Pakeezah, for example, is exploring cyber crime and its impact on the central character. The onslaught of pain is relentless, with no relief in sight. The emotional intensity of such dramas has become the industry’s go-to formula.
WHAT RAMAZAN DRAMAS TELL US ABOUT THE INDUSTRY
This is why the sudden mood change during Ramazan is so refreshing and indeed revealing. It tells us how artificial this divide really is.
One realises that Pakistani TV writers and the content teams clearly know how to show loving families that are having fun and frolicking. Unfortunately they are simply choosing not to go in that direction. Instead they opt to focus on unfettered egos, increasing the volume of pain, and the general business of suffering.
It is almost as if the entertainment industry defines ego, pain and suffering as seriousness. A drama about abusive relationships is considered meaningful. And a drama about happiness and fun is seen as lightweight.
However, this assumption does not take into account how difficult writing, directing and acting comedy actually is. Making people laugh, without being cruel, without humiliating them and without violence actually requires some level of empathy, not to mention creativity.
If there were any doubt about what viewers want to watch, you simply need to go to YouTube and check out the numbers. Ramazan dramas consistently dominate ratings. Their YouTube clips continue to gather millions of views. And a simple scroll down to check the comments will reveal how many people are rewatching those dramas for years afterwards. The characters are memorable and totally meme-worthy.
More recently, even outside Ramazan, softer dramas such as Kabhi Main Kabhi Tum (KMKT) and Meem Se Mohabbat (which kind of became the Ramazan drama by default in 2024-25 because it was partially aired then), found massive audiences by focusing on emotional intimacy rather than toxicity and trauma.
It is a myth that the audiences for Pakistani television only want pain and that suffering is necessary to attract and engage them. The Ramazan dramas disprove this myth almost every year. Increasingly the audiences are showing up to watch characters having fun and enjoying themselves. They like kindness (remember kindness?). And they care about characters whose lives are not being destroyed and ripped apart for ratings.
The success of our Ramazan dramas strongly suggests that audiences do not need to be traumatised to stay interested. What they seem to be craving are stories that genuinely move them and also make them laugh and connect. While there is room for all genres to thrive on Pakistani television, it is clear that the lighter genre, which brings joy, deserves to grow and more shows like these need to be made all year round.
The writer is a communications specialist.
X: @Shahrezad
Published in Dawn, ICON, March 1st, 2026
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EXHIBITION: SUBVERTING THE GAZE – Newspaper
Farazeh Syed’s exhibition ‘All the Women in Me’ at Karachi’s Canvas Gallery prosecutes the colonial archive: its camera, its titles, its voracious gaze, while nurturing — patiently and insistently — the lives of women crushed by that record.
The exhibition brings together paintings on canvas and wasli that rework found colonial photographs of South Asian women, set in conversation with intimate personal images drawn from the artist’s familial past. Syed uses photographs of her legendary grandmother, the singer Malika Pukhraj, who spent her later years in Lahore. Syed spent several formative years closely attached to her and says that the photographs “represent a South Asian woman from the same era who was fierce and formidable in her strength and vulnerable and fallible in her humanness. They, thus, serve as a contrast to the denial of individuality, autonomy and agency in the colonial images.”
Syed reads violence in these images — violence through detached reflection, through distortion and erasure, through a gaze that spoke for women while denying them voice. In her paintings, that violence is neither sensationalised nor aestheticised — it is held in tension with a repaired register.
The works on wasli are the most evident attempt to undo this damage. By reimagining it through a South Asian female gaze, Syed loosens the archival grip that once fixed these women in place. Faces gain expression rather than vacancy and bodies shed their performative submission. The women are no longer captives to a controlling eye but conversers within a visual language that recognises them as individuals.
Farazeh Syed’s recent exhibition takes visual documentation of South Asian women by British colonialists and upends their ways of looking
Syed’s long engagement with the female body — shaped by years of rigorous training under the artist Iqbal Hussain who passed away recently, and informed by her immersion in music — rolls here with quiet confidence. The bodies in ‘All the Women in Me’ are not arranged to please. They occupy space with weight and purpose. Even when seated or motionless, they seem internally active, absorbed in private thought or reminiscence. The women are not there to be seen, they are there to be.
Colour and rhythm do much of the work. Flora and fauna appear as carriers of memory. These elements recall the orchards and animals of her grandmother’s Lahore home, and they also function symbolically, suggesting growth, interdependence and the non-human witnesses to women’s lives that archives ignore. While this exhibition is unmistakably political, the paintings do not lecture. The exhibition trusts viewers to feel their way into its arguments, to recognise the unease of the colonial image and the relief of its undoing.
Syed’s interdisciplinary practice, her scholarship, her teaching, her deep relationship to music, all quietly underwrite the exhibition. One feels the discipline of years spent drawing the human form, the patience of research and the lyricism borrowed from raga and rhythm. I imagine that the “me” of the title is not autobiographical but instead expands outwards, encompassing mothers and daughters, known women and unnamed ones, those photographed and those who escaped the lens.
In a wasli painting derived from a colonial ethnographic photograph of a seated woman, the artist pares the scene down to its essentials. The Victorian paraphernalia that once framed the subject, such as long curtains, furniture, architectural prompts, has been stripped away. What remains is the woman, rendered with a gravity that counterattacks submission. Her eyes no longer slip past the viewer in rehearsed vacancy and instead hold a quiet, inward resolve.
The canvases based on photographs of Syed’s grandmother operate as a different chronicle altogether. Her figure fills the frames with unrepentant presence. The brushwork is emphatic but not forceful. Here, distinctiveness emphasises itself through various specifics: the tilt of the head, the compactness of the torso, the unapologetic weight of age and experience. This is not a metaphorical woman but a person whose authority derives from having lived.
Across the exhibition, moments like these accrue importance. The women are no longer frozen in time and are instead allowed to exist within it. In doing so, Syed offers more than a critique of the archive. She models an alternative archival practice that is grounded in empathy, composition and the determination that women’s bodies are not sites of display, but storehouses of lived knowledge.
‘All the Women in Me’ was on display at Canvas Gallery, Karachi from January 20-29, 2026
Rumana Husain is a writer, artist and educator. She is the author of two coffee-table books on Karachi, and has authored and illustrated 90 children’s books
Published in Dawn, EOS, March 1st, 2026
Magazines
PROFILE: THE RESTLESS ENTREPRENEUR
One thing is certain: Umair Masoom knows how to spot a trend early. He is also not averse to risk; some would say he courts it.
The instinct seems rooted in a curious restlessness that his outward calm does not betray. The same restlessness carried him through 12 jobs in as many years; it also secured him $3 million in seed funding within two weeks of his pitch.
That idea, now myco, is a Web3 streaming platform where users can co-own content. By 2024, the company was valued at $80 million, following a $10 million Series A round. It has also secured multi-million dollar deals for territorial streaming rights to ICC events and the English Premier League in Pakistan.
Twelve jobs, one failed start-up and a move to Dubai later, Umair Masoom is betting Pakistan’s streaming future on myco — and on his own inability to sit still
LEARNING THE HUSTLE
Born and raised in the measured quiet of Islamabad, Masoom moved with his family to frenetic Karachi in 2003. After missing the admission deadline for his first-choice university, he enrolled at the College of Business Management (CBM, now the Institute of Business Management). He scored a 4.0 GPA in his first semester and remained a high achiever throughout his four-year degree. He was also on the college football team.
In his fourth semester, Umair joined an automotive industry magazine, visiting showrooms and even mechanic workshops to secure advertisements. By graduation in 2007, he had spent 18 months at the ARY Group. “Juggling classes with work while managing grades was very tough,” he recalls. “But at the end of it, I was interviewing people, including my batchmates, as they applied for jobs.”
This practical experience, says Umair, not only gave him an edge over his peers but also taught him the art of the hustle.
NO STRAIGHT LINES
Masoom completed his MBA over weekends while working for marketing and sales at major TV channels. “But there was no digital media at that time, only broadcast, so it became boring,” he tells Eos.
He spent stints in banking and broadcasting across nearly a decade, moving between institutions including Faysal Bank, PTV, and Burj Bank. “It wasn’t the traditional career trajectory,” Masoom acknowledges, possible only because his former employers were keen to regain his services.
In 2017, he launched his first start-up idea, Cricket Junooni, ahead of the Pakistan Super League. It included fan packages to travel with teams and dine and interact with players. It went belly up within eight months. “I learned a lot from the failure. I realised it’s not just about a great idea,” he says. “There were mistakes — financial ones, structural issues and errors in hiring the team…”
EVERYTHING IN PLACE
At the end of 2019, he received a call from his former boss at Burj Bank, Ahmed Khizar Khan, who was now with the Gargash Group — a major conglomerate in the United Arab Emirates. The head of that group had also served on the board of Burj Bank and was acquainted with Masoom.
Khan offered Masoom a marketing role at Daman Services, the group’s financial services arm. This was a pivotal moment, reveals Umair, as he was professionally successful and well-known in the local broadcasting industry, with key relationships in place.
Masoom’s two siblings were already in the UAE. His mother wanted her three children to be in the same city, especially after the passing of Masoom’s father — venerated broadcast journalist Masoom Usmani — in 2017.
His move to Dubai was followed by the coronavirus, but he remained a stellar performer and was soon elevated to the position of chief marketing officer for the entire group. “I was making great money, driving the best car, and everything seemed ideal, but then the restlessness reared its head,” he says.
ALL IN
During this time, Masoom kept a keen eye on the evolution of media platforms, particularly over-the-top (OTT) platforms in India and Turkey. “I saw a huge opportunity to build a large-scale video streaming platform, which I know will be the cable-cord cutter,” he says. “TV consumption is shifting from cable to OTT,” he adds.
Masoom started discussing the idea with colleagues and friends, including Sumair Rizvi — his college friend and a leader in the local advertising industry. They focused on the intersection of technology, media and e-commerce, and also launched a token for content creators.
The initial success convinced Masoom to go all in. In December 2023, he shared his plans with his employers. To his surprise, they decided to back him. But the investment also brought with it the pressure of delivering results, says Masoom. “We had to repay their trust.”
It resulted in extreme highs and major lows, including days when deals fell through or investors backtracked. “For instance, weeks after cracking the biggest deal of your career, you find out you don’t even have enough money for salaries,” says Umair.
Meanwhile, with tokenisation still awaiting regulatory approval in the UAE — Masoom expects it to happen over the next two to five years — myco had to pivot. Currently, myco is focusing on the freemium model, blending SVOD (subscription video on demand) and AVOD (ad-supported video on demand); some content is free with ads, while premium content is ad-free behind a paywall.
Umair believes that such a service will be Pakistan’s next unicorn and myco could lead the way. “But it will be an aggregation and consolidation of multiple entities, believing in the vision of having a billion-dollar plus video streaming entity,” he says. “That’s the Pakistani vision.”
At the same time, myco is building audiences in the MENA region, having offices in Egypt and UAE along with penetration across the globe. Their Pakistan team has grown to 120 people from a handful three years ago. In January, it moved the team to their new office in a state-of-the-art building.
BUILDING THE MOAT
When I met Masoom on Christmas day, he told me that myco had 40 million registered users and over 10 million active users monthly — a number set to rise during the ongoing ICC T20 World Cup, for which myco has exclusive Pakistan rights.
At the same time, it has mastered the art of creating synergy with their competitors, such as the Tamasha app, convincing them on collective bids for streaming rights, bringing down their individual costs and averting pricey bidding wars. Ad revenue is similarly divided, with the same ads running across platforms.
Some major challenges remain, adds Masoom, such as piracy, where local cable providers illegally show channels airing EPL matches or ICC events. “We pay millions of dollars for a marquee asset, while cable operators land an illegal feed and distribute it, he says, adding that the regulator, Pemra, does support them from time to time. This explains why popular international sports channels go missing from local cable during high-profile events.
THE NEXT BET
Masoom’s days remain hectic — calls, investor updates for backers in Silicon Valley and New York, and projects spanning multiple countries — but he has made deliberate room for what he once neglected.
Mornings begin with his seven-month-old. An hour goes to the gym. He has elevated five team members to co-founder status and is actively stepping back from the micromanagement that defined his earlier years.
The restlessness, though, hasn’t gone anywhere. He is already an angel investor in a number of new start-ups, and a new e-commerce venture he is co-founder in, BuyPass, has secured its first funding. For someone who once cycled through 12 jobs before finding his footing, that probably isn’t surprising.
“Keep exploring,” he says. “The right idea reveals itself along the way.”
The writer is a member of staff.
X: @hydada83
Published in Dawn, EOS, March 1st, 2026
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AQUASPORTS: FROM ZERO TO HERO – Newspaper
“We were a bunch of students picnicking at [Karachi’s coastal] Mubarak Village. We spent the entire day there trying to catch fish by lowering a string into the water from the rocks, but we caught nothing. By evening, we were not just empty-handed and hungry but sunburnt as well.” Deep sea freediver and spearfishing instructor Akif Raj laughs at the memory from 20 years ago. “What a waste of time and effort it was.”
Akif found himself watching a freediving video on YouTube one day. He says he had always felt a pull towards adventure sports. “I did not play cricket or football, neither did I ride bicycles as a kid. I did think about scuba diving but its equipment was too expensive. But the YouTube video got me thinking. I realised that one doesn’t need any equipment except for a spear, maybe. I built a spear from an aluminium rod for myself,” he says.
“I knew swimming already and, after watching more freediving videos on Youtube, I started practising on my own. Honestly, it feels like you are floating in space with zero gravity when you are under water. That spear I had built came in handy after two years, when I managed to hunt my first fish, a 200g yellowfin bream.”
Akif waxes on about his first catch. “It wasn’t easy, as it required going very near the prey,” he says. “I was so proud of my accomplishment that I did not let anyone touch my catch after bringing it home, though my mother wanted to cook it. I kept it in the freezer, so I could take it out and admire it whenever I wanted. I did that often until, one day, when a cat ran off with my prized possession.” He laughs.
Pakistan’s first deep sea freediver and spearfishing instructor learnt his trade from YouTube videos. But he’s now trained thousands of others and dreams of representing the country in international competitions
Looking to improve on his weaponry, Akif frequented the junk and scrap market in Karachi’s Shershah, where he was lucky to come across an underwater gun. “But it needed repairs. The stretchable rubber part in it, which created its slingshot effect, broke after only one use. I had to mend it somehow. I tried to replace the part using the air bladder inside a football and rubber sheets, but it was not working. Then, one day, while lending support to a friend whose uncle was on his deathbed in a hospital, I found exactly what I was looking for in the tubing of a blood pressure checking device. I wished the uncle well and left in a hurry to rush to the medical supply shops, where I asked for the tubing,” he says.
The repairs to the gun helped Akif catch many fish underwater. But while he would bring all his catch home with him, Akif wouldn’t let anyone cook the fish. “They were too beautiful to eat,” he explains wistfully.
Meanwhile, his mother was getting very sick and tired of all the fish. “It came to this that, when I returned home, she would only let me inside if I were empty-handed. If I came with a catch, she would tell me to go back to where I found it,” he chuckles.
“Her attitude forced me to sell my catches. The first time I sold a fish I had hunted, I sold it for nine thousand rupees. It was good money, 17 to 18 years ago,” he shares. It gave Akif encouragement to hunt more fish and sell them. Once, he didn’t come home for two days because he was hunting for fish. That is how he made Rs30,000 by selling those two days’ catch.
More money started coming in this way, enabling him to improve on his equipment. First, he ordered for himself a pair of swim fins from Lebanon. Later, he was approached by a brand, Triton, from Ukraine. They had heard about him and offered him sponsored equipment, which included better diving gear and hunting equipment.
“I also started educating people about freediving through social media. It also got me more fame and more sponsors. I am a brand ambassador for seven companies now that produce high-quality gear for freediving and spearfishing, besides being their freediving product tester,” he tells me.
A few years ago, Akif also thought of teaching others what he had taught himself. “I wish swimming was made compulsory in our schools,” he says. Starting by teaching his friends for free, he started taking on other students who paid him fees for the classes.
“Today, I have over 2,500 students,” he beams with pride. “I call my course, in which I teach my students to dive as deep as 30 to 40 feet, ‘Zero to Hero’.”
The biggest issue faced by Akif while teaching freediving is getting access to swimming pools. His course spans only four to five days, for which he rents out the pools. The clubs where he conducts his courses want his students to acquire membership, however.
He says there are big international freediving championships taking place in the world all the time, in which he would like to compete. The 2025 CMAS World Championship Freediving Depth took place in Greece, where the top diver hunted a 7kg grouper. “And here we are hunting 30 to 40kg groupers all the time, thanks to Pakistan’s rich marine life,” he says, adding that Pakistani waters have 38 of the world’s best table fish.
Coming back to international freediving championships, he says that he has an invitation to participate in the next one but can’t because of our country’s lack of understanding about this sport.
“I emailed our sports minister to allow me to represent my country in international freediving competitions, but I was asked why I don’t dive with a ‘batli’. Yes, he called the diving oxygen cylinders ‘batli’! I tried explaining about freediving to him but he didn’t get it,” he says sadly.
He also informs me that neighbouring India has no freediver but he has trained so many here in Pakistan. Still, he admits, we have no female freediver till now. “That seat is vacant,” he smiles.
In the meanwhile, Akif keeps himself busy in his own freediving adventures. He says that freediving also promotes sustainable and selective fishing. “Otherwise our fishing practices, where our fishermen often use illegal mesh, catch the smaller fish or eggs too, which is devastating for marine life,” he says.
Akif shares an incident where he found a bottlenose dolphin calf tangled in such a net. “It was crying. I approached it with the intention of freeing it, and its mother came too. I swear, she looked like she was praying as she watched me cut away the net.
“It took me half an hour to release it but, in doing so, I gained the friendship of the dolphins. The mother, in particular, recognises my boat. Whenever I go out to sea, in the winter mostly, she comes. And she brings me her new babies, too, along with gifts. Once she brought me an empty cold drink bottle. At another time, she brought me a pink shopper,” he laughs.
The writer is a member of staff. X: @HasanShazia
Published in Dawn, EOS, March 1st, 2026
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