Reality shows have become a global phenomenon and have been adapted the world over to cater to different cultures. All-time favourite shows such as Big Brother, Fear Factor, Deal or No Deal, American Ninja Warrior and America’s Got Talent have successfully been remade to cater to a diverse array of global viewers. This goes to show how one big idea can be used to create localised counterparts successfully.

A notable example is Bigg Boss, the Indian version of Big Brother that has been modified to cater to the demands of regional audiences. These include factors such as the selection of participants, the adjustment of tasks and the incorporation of local cultural elements. What it means is taking a global idea and improving it with local customisation, thereby ensuring viewer loyalty and experience.

Pakistan’s TV industry presents a fascinating case study in viewer preferences and content evolution. This landscape has been reshaped by the surge of reality TV, game shows and seasonal programming while allowing scripted dramas to retain their distinct appeal. Let’s delve deeper into this dynamic market.

Reality TV in Pakistan has captivated audiences with its ability to offer an unparalleled level of engagement compared to traditional scripted dramas, such as shows like Tamasha, which is a Pakistani adaptation of Big Brother. Reality TV has provided a platform for participants to showcase their talent; it has also served as content that is different and relatable. At the same time, game shows like Jeeto Pakistan have become a phenomenon among audiences because, in addition to giving viewers and participants an adrenaline rush due to time-bound decision-making, they also involve them in a real-time experience of fun, stress, laughter and more – all in one TV show in which everyone can participate, including viewers.

Reality TV is transcending its initial focus on pure entertainment. In addition to being entertaining, these shows focus on social issues, cultural diversity and even the personal narratives of participants. This adds layers of depth to the content, which audiences can relate to, and thus elevates the viewer experience.

Despite the undeniable success of reality and game shows, some Pakistani channels remain cautious about embracing these formats. While it is true that the initial investment is high and developing a loyal audience base and customising the content may take time, once the ball starts rolling, the dividends become higher, providing the channel with an edge over the competition.

The global TV landscape boasts a treasure trove of successful reality show formats that are ripe for adaptation for Pakistani audiences. The beauty of the global format (talent hunts, adventure challenges and other reality shows) is that it can easily be adapted for a local audience. Therefore, it is a natural next step for Pakistani channels to explore and invest in such projects that appeal to younger audiences and also help channels diversify their content and add to their return on investment.

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What makes reality shows successful?

Reality shows are a great opportunity for entertainment channels because they are the natural next step as far as their content offering is concerned. These shows encourage live participants, real-time decision-making, voting and a more engaged viewing experience that establishes a deep connection between viewers and participants and acts as a catalyst for social media discussions and ultimately word-of-mouth marketing for the show.

Celebrities add an element of both interest and familiarity for the audience, drawing in viewers who are interested in the personal lives of these public figures and want to interact with them. Their presence creates a connection between the audience and the show. Audiences get to interact with their favourite celebrities on a new level, making it an experience otherwise not possible with regular content.

This not only attracts a diverse set of audiences towards channels, but it also opens up new revenue streams in terms of sponsorship and advertising.

Such shows often generate significant buzz on social media platforms, with viewers discussing and sharing their thoughts and opinions about the show and its participants, further amplifying reach and impact.

Seasonal programming, particularly during Ramzan, holds a unique position on Pakistani TV. Shows like Shan e Ramazan have gained immense popularity by bringing a complete package to the viewer, providing entertainment, charity, community spirit and religious education. This approach can provide a wider range of possibilities for content development based on seasonal or cultural events, thereby creating a new stream of revenue for the channels and entertainment for viewers.

The beauty of the franchise model is that the channel can skip many trial steps, which could cost them a lot otherwise, and reach a revenue-making formula that not only generates sizable profits but lasts longer and creates more content for the channel.

Pakistan has a rich cultural heritage ranging from multiple spoken languages to different traditions across regions where there is an emphasis on family values, community, respect for elders, etc. This can serve as material that can be included in an international show and adapted to cater to local audiences. Furthermore, developing reality and game shows that resonate with audiences can eventually be a lucrative opportunity, not only to attract an increased audience base locally but also internationally. For example, Jeeto Pakistan has a solid international following and our experience of taking the show to places like Dubai has been encouraging.

Jerjees Seja is CEO, ARY Digital Network.
https://www.linkedin.com/in/jerjeesseja